Exploring the frontiers in reality-enhanced service communication: from augmented and virtual reality to neuro-enhanced reality

Tim Hilken, Mathew Chylinski, Ko de Ruyter, Jonas Heller, Debbie Isobel Keeling
2022 Journal of Service Management  
PurposeThe authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and service organizations that extends beyond current state-of-the-art approaches based on augmented reality (AR) and virtual reality (VR) technologies.Design/methodology/approachThe authors first take stock of research on reality-enhanced service communication with AR and VR, then complement these insights with emerging neuroscientific research
more » ... to conceptualize how NeR enables innovative forms of service communication. On this basis, the authors develop a research agenda to guide the future study and managerial exploitation of NeR.FindingsAR and VR already offer unique affordances for digital-to-physical communication, but these can be extended with NeR. Specifically, NeR supports neuro-to-digital and digital-to-neuro communication based on neuroimaging (e.g. controlling digital content through thought) and neurostimulation (e.g. eliciting brain responses based on digital content). This provides a basis for outlining possible applications of NeR across service settings.Originality/valueThe authors advance knowledge on reality-enhanced service communication with AR and VR, whilst also demonstrating how neuroscientific research can be extended from understanding brain activity to generating novel service interactions.
doi:10.1108/josm-11-2021-0439 fatcat:gbizqaasfvgz5gxxmscwxh5hfm