Phygital customer experience in the metaverse: A study of consumer sensory perception of sight, touch, sound, scent, and taste

Wided Batat

Journal of Retailing and Consumer Services, 2024, vol. 78, issue C

Abstract: This study examines the integration of extended reality technologies (ERTs) to replicate sensory dimensions of the phygital customer experience in the metaverse. The goal is to create a seamless merge between physical and digital settings. Using mixed-method qualitative research, the study’s findings suggest that replicating all sensory dimensions in the metaverse is pointless. Sight and touch have positive effects, while sound and scent have mixed effects, and replicating taste has been rejected. The research offers insights into the technologies and sensory dimensions that are crucial to consider in creating immersive phygital customer experiences in the metaverse, contributing to bridging the gap between physical and digital worlds.

Keywords: Metaverse; Phygital; Customer experience; Extended reality technologies (ERTs); Sensory (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000821

DOI: 10.1016/j.jretconser.2024.103786

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