Virtual worlds, real insights: a multi-method literature review of customer service experience in extended reality: a multi-method literature review

Purpose Given the significant changes that immersive technologies have brought about in services marketing, new research output emphasizes the necessity of thoroughly examining the customer experience in extended reality (XR) service landscapes. The study aims to bridges the gap in understanding customer journey stages in XR environments by using a multi-method literature review approach. Design/methodology/approach The present study combines a systematic review with a bibliometric analysis of 892 Scopus-indexed publications retrieved by following the PRISMA protocol. The study performs analysis using ATLAS.ti (content analysis), Biblioshiny (performance analysis and strategy map) and VOS viewer (network analysis) to effectively analyze and synthesize the extensive body of literature. Findings An integrated conceptual model of customer experience in XR was developed, mapping its consequences across six customer journey stages, with antecedents encompassing dimensions of system quality and usability, immersion and presence, experiential engagement and value, trust and authenticity. The bibliometric analysis offered a panoramic view by illuminating the nine clusters (i.e. virtual community, value co-creation, AI trust and quality, digital infrastructure, experiential marketing, customer journey, enjoyment, experience management and interactivity) that make up the field’s intellectual structure. Originality/value This study presents a pioneering and comprehensive review that enriches the existing literature and contributes to service marketing theory and practice. The study highlights fundamental research gaps in XR customer experience and proposes a future research agenda and implications. Theoretically, the findings add insights into the context-specific domain of XR-driven consumer behavior by uncovering its antecedents and consequences.