Metaverse: shifting the reality of services

IF 3.8 4区 管理学 Q2 BUSINESS
Mark Gleim, Heath McCullough, O.C. Ferrell, Colin Gabler
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引用次数: 0

Abstract

Purpose

This research aims to focus on the impact of the metaverse on services marketing. After reviewing the past, current and anticipated future of the metaverse, the authors offer multiple research opportunities in accordance with theories germane to the services literature.

Design/methodology/approach

The current research uses a conceptual approach focused on key service theories and their relevance in the metaverse.

Findings

The metaverse presents a new paradigm of the customer experience, thus providing an opportunity for service researchers to advance this developing field. Further, the potential shortcomings of existing theory are explored, both within and external to services, to discover important areas for service scholars to examine. This results in research opportunities and questions for scholars to pursue as the metaverse continues to develop and shape consumer experiences.

Originality/value

Technological advancements have enabled the service sector to grow and thrive in the metaverse. It is evident that despite the metaverse’s growth, there remains a tremendous amount left to examine. Existing theories need to be reexamined and modified, or alternative theories reviewed to inform service research on the metaverse. Thus, the present research seeks to provide insight into opportunities for theory development by service researchers and identifies important areas of future scholarly work on the metaverse.

虚拟世界:改变服务的现实
目的本研究旨在探讨元环境对服务营销的影响。在回顾了元宇宙的过去、现在和预期的未来之后,作者根据与服务文献相关的理论提供了多种研究机会。设计/方法论/方法当前的研究使用了一种概念性的方法,侧重于关键服务理论及其在元宇宙中的相关性。研究发现:虚拟世界提出了一种新的客户体验范式,从而为服务研究人员提供了推进这一发展领域的机会。此外,本文还探讨了现有理论在服务内部和服务外部的潜在缺陷,以发现服务学者需要研究的重要领域。这给学者们带来了研究机会和问题,因为元宇宙继续发展和塑造消费者体验。创意/价值技术进步使服务行业能够在虚拟世界中成长和繁荣。很明显,尽管超宇宙在增长,但仍有大量的东西有待研究。现有的理论需要重新审视和修改,或者对替代理论进行审查,以告知对元宇宙的服务研究。因此,本研究旨在为服务研究人员提供理论发展的机会,并确定未来元宇宙学术工作的重要领域。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.80
自引率
20.50%
发文量
63
期刊介绍: ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
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