Role of Augmented Reality to enhance consumer experience: A Bibliometric Study
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 6, Pages 2165-2173
AbstractTechnology helps companies stand out in the crowd, by providing the latest goods and services to serve their customers better.If we look at technological advancements, there are a number of technological tools that affect us and one of them is Augmented Reality (AR).From Virtual Reality to Augmented Reality and Mixed Reality, consumers have witnessed an amazing experience. This paper aims at reviewing and discussing the research studies on the role of augmented reality across various industries to enhance customer experience on a global level which were published in Peer Review Journals and indexed for the period 1999-2019 on the Web of Science Core Collection. The analysis examines, how the technology has been adapted by various industries by taking into consideration the publication volume, authors and countries that have collaborated together.This study takes detailed evaluation at current trends in AR and the future potential areas for smarter consumer experiences. The study will be useful for AR and Mixed Reality practitioners to create customized solutions for customers; for academics as it adds to the literature on technology adoption across different sectors; and for society as a whole to benefit as customers gain better knowledge of the applications of AR to make an informed choice whenever they engage in purchase of products and services which will maximise their user experience.
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