Plugged into the future: how immersive technologies are changing service experiences?

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Abstract
Purpose: Globally, the technology revolution is impacting service experiences in retailing, banking, hospitality, healthcare, education, tourism and advertising. While several reviews on immersive technologies exist, none are in the services context. This is worrisome given the importance of services in any nation’s economy; further, the current research is fragmented, which could impede the advancement of this field. Design/methodology/approach: We conducted a systematic literature review by examining the scholarly works at the intersection of immersive technologies and services. Specifically, we used the TCM approach, which offers a holistic understanding of theories, contexts and methods deployed. We also tried to develop the nomological network for this field. Findings: The systematic review has resulted in a comprehensive framework comprising antecedents, moderators, mediators, decisions and outcomes about immersive technologies in services. Research limitations/implications: The current study has adopted the TCM framework, which might not be adequate to cover the ensuing relationships of the topical content. Hence, future research could adopt any integrated framework, such as the TCM-ADO framework. Practical implications: To begin with, we have suggested target journals and potential collaborators for publishing articles in this space. Future scholars could consider using lesser-used theories, contexts and methods to arrive at interesting insights. Originality/value: This is the first paper that reviews the scholarly literature on immersive technologies in the context of services.

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