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Article summary:
1. This paper aims to provide a better understanding of virtual, augmented and mixed reality technologies and their impact on the customer experience.
2. A new taxonomy of technologies, the “EPI Cube”, is proposed to classify all current and potential reality-virtuality technologies.
3. The paper outlines how reality-virtuality technologies can alter customer experiences at different company-customer touchpoints by supporting, empowering or creating new experiences.
Article analysis:
The article provides an in-depth analysis of the impact of virtual, augmented and mixed reality technologies on the customer experience. It offers a comprehensive overview of existing literature on this topic and proposes a new taxonomy for classifying these technologies. The authors have done an extensive review of previous studies that classified realities to reveal weaknesses, inconsistencies or contradictions in order to constructively inform future research in this area.
The article is well written and provides a clear overview of the current state of research in this field. The authors have provided evidence from multiple sources to support their claims and have presented both sides equally throughout the article. They have also noted possible risks associated with using these technologies, such as privacy concerns and data security issues.
The only potential bias in the article is that it does not explore counterarguments or alternative perspectives on the use of these technologies for customer experience management. However, given that this is an academic paper rather than a promotional piece, this omission does not detract from its overall trustworthiness or reliability.