ROLE OF AUGMENTED REALITY AND VIRTUAL REALITY (AR/VR) IN CUSTOMER ENGAGEMENT

This research paper investigates the pivotal role of Augmented Reality (AR) and Virtual Reality (VR) in revolutionizing customer engagement strategies. Through a quantitative methodology involving 321 managerial participants, the study scrutinizes the impact of AR and VR technologies on customer interactions, perceptions, and brand engagement. Findings reveal that both AR and VR significantly influence customer engagement, as evidenced by their positive effects on customer interactions, perceptions of product/service value, satisfaction, and fostering long-term relationships. Likert-based analyses of statements regarding AR and VR experiences affirm their ability to capture attention, deepen immersion, and enhance understanding, thus substantiating their value in the customer journey. These results underscore the transformative potential of AR and VR in enhancing customer-brand relationships and shaping contemporary marketing practices