The AR Cloud: Navigating Metaverse Augmentation Technologies for Enhanced Co-Creation of Value Within Services

Document Type

Article

Source of Publication

Journal of Service Research

Publication Date

1-1-2024

Abstract

In the rapidly evolving landscape of metaverse technologies, the potential for enhancing service interactions is immense. However, many of these technologies fall short in offering context-driven and customizable experiences. This paper proposes that AR Cloud (ARC), a novel external metaverse technology can bridge this gap. ARC stands out by enabling real-time interactions, fostering contextual awareness, ensuring high content flexibility, promoting social engagement, and delivering personalized experiences. We present a conceptual model that juxtaposes ARC with established metaverse augmentation technologies, such as lifelogging and augmented reality. Our discussion focuses on the transformative impact of ARC on the value co-creation process, emphasizing the enhanced well-being outcomes—both hedonic and eudemonic—that arise from ARC-powered service interactions. We conclude by charting a course for future research on ARC, touching upon its attributes, potential moderating variables, its role in sustained value co-creation, and the potential service outcomes it could support.

ISSN

1094-6705

Publisher

SAGE Publications

Disciplines

Business

Keywords

augmented reality, augmented reality cloud, extended reality, lifelogging, metaverse, value co-creation

Scopus ID

85199807238

Indexed in Scopus

yes

Open Access

no

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