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With the remarkable advancement of technology, Virtual Reality (VR) and Augmented Reality (AR) have provided a promising avenue for businesses to create immersive, multisensory customer experiences (CX), enabling customers to engage with products and services in unprecedented ways. Accordingly, studies on the role of VR and AR in customer experience have also increased rapidly, providing a substantial amount of material for analysis and evaluation. This study has conducted a systematic review of 53 studies across 39 articles regarding the role of VR/AR in CX. Utilizing a carefully selected dataset, five key aspects were analyzed, including products/services used in VR/AR contexts, relevant theories, research methods, samples, and simulated environments. Based on the analytical results from the selected literature, this study provides valuable insights and evaluations regarding the research trajectory of the role of VR/AR in CX over the past five years. Through this evaluation process, conclusions and recommendations for future research are presented, contributing to a solid foundation for upcoming studies and promoting the advancement of AR and VR technologies.

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The Role of Virtual Reality and Augmented Reality in Enhancing Customer Experience: A Systematic Literature Review

  • 会议论文

  • 发表日期：

    2025年

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  • Linh Truong,
  • Tien Duc Vu,
  • Ha My Doan

摘要

With the remarkable advancement of technology, Virtual Reality (VR) and Augmented Reality (AR) have provided a promising avenue for businesses to create immersive, multisensory customer experiences (CX), enabling customers to engage with products and services in unprecedented ways. Accordingly, studies on the role of VR and AR in customer experience have also increased rapidly, providing a substantial amount of material for analysis and evaluation. This study has conducted a systematic review of 53 studies across 39 articles regarding the role of VR/AR in CX. Utilizing a carefully selected dataset, five key aspects were analyzed, including products/services used in VR/AR contexts, relevant theories, research methods, samples, and simulated environments. Based on the analytical results from the selected literature, this study provides valuable insights and evaluations regarding the research trajectory of the role of VR/AR in CX over the past five years. Through this evaluation process, conclusions and recommendations for future research are presented, contributing to a solid foundation for upcoming studies and promoting the advancement of AR and VR technologies.