10-1108_JOSM-11-2021-0439.pdf (474.33 kB)
Exploring the frontiers in reality-enhanced service communication: from augmented and virtual reality to neuro-enhanced reality
Version 2 2023-06-12, 07:46
Version 1 2023-06-10, 03:07
journal contribution
posted on 2023-06-12, 07:46 authored by Tim Hilken, Mathew Chylinski, Ko de Ruyter, Jonas Heller, Debbie KeelingDebbie KeelingPurpose The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and service organizations that extends beyond current state-of-the-art approaches based on augmented reality (AR) and virtual reality (VR) technologies. Design/methodology/approach The authors first take stock of research on reality-enhanced service communication with AR and VR, then complement these insights with emerging neuroscientific research to conceptualize how NeR enables innovative forms of service communication. On this basis, the authors develop a research agenda to guide the future study and managerial exploitation of NeR. Findings AR and VR already offer unique affordances for digital-to-physical communication, but these can be extended with NeR. Specifically, NeR supports neuro-to-digital and digital-to-neuro communication based on neuroimaging (e.g. controlling digital content through thought) and neurostimulation (e.g. eliciting brain responses based on digital content). This provides a basis for outlining possible applications of NeR across service settings. Originality/value The authors advance knowledge on reality-enhanced service communication with AR and VR, whilst also demonstrating how neuroscientific research can be extended from understanding brain activity to generating novel service interactions.
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- Published
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- Published version
Journal
Journal of Service ManagementISSN
1757-5818Publisher
EmeraldExternal DOI
Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2022-04-12First Open Access (FOA) Date
2022-05-18First Compliant Deposit (FCD) Date
2022-04-11Usage metrics
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