This special issue examines how immersive technologies like virtual reality, augmented reality, and mixed reality are transforming service experiences by enabling multisensory digital environments. The focus is on understanding how visual, auditory, haptic, olfactory, and gustatory cues interact within these environments to shape customer perception and behavior across different stages of the customer journey.

Research on sensory marketing demonstrates that consumers process sensory information through cross-modal interactions rather than in isolation. While immersive technologies hold significant potential for creating rich multisensory experiences, existing research has primarily focused on audio-visual features, leaving a gap in understanding how diverse sensory stimuli collectively influence customer perceptions and value creation throughout their journey.

Appel publié par Journal of Service Theory and Practice. Lire l'appel complet sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Sensory-enabled immersive service experiences across the customer journey
• Multisensory cue interaction and cross-modal congruence in immersive services
• Role of immersive technologies, including VR, AR, and MR, as strategic service touchpoints
• AI-enabled adaptation, personalization, and orchestration of multisensory stimuli
• Generative AI and learning systems in immersive service design and delivery
• Customer perceptions, emotions, intentions, and real behaviors in immersive services
• Value creation and value co-creation through multisensory immersive services

Timeline

• January 9, 2026: Opening date for manuscripts submissions
• December 15, 2026: Closing date for manuscripts submission

This special issue focuses on the transformative potential of Extended Reality (XR) technologies—including Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)—in enhancing decision-making processes and driving organizational transformation. As organizations increasingly face complex challenges requiring rapid, data-driven decisions, XR technologies offer innovative approaches to visualize information, simulate scenarios, and facilitate collaborative problem-solving in immersive environments.

The special issue welcomes original research contributions that explore how XR can improve decision support systems across various organizational contexts. We are interested in studies examining the effectiveness of immersive technologies in enhancing situational awareness, reducing decision-making time, improving decision quality, and fostering organizational innovation. Both theoretical frameworks and practical implementations are encouraged.

Appel publié par Decision Support Systems. Voir l'appel sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Applications of XR technologies in decision support systems
• Immersive visualization for complex data analysis
• VR/AR/MR interfaces for business intelligence
• XR-based training and knowledge transfer for organizational learning
• Human-computer interaction in extended reality environments
• User experience and usability in XR decision support applications
• Integration of XR with artificial intelligence and machine learning
• Real-time collaboration in virtual/mixed reality spaces
• XR applications in crisis management and emergency response
• Organizational change management through XR adoption

Timeline

• January 31, 2027: Full paper submission deadline

Immersive technologies—such as Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)—are reshaping how businesses engage customers, deliver services, and create value. As these technologies mature and become more accessible through mobile applications, organizations across industries—including retail, tourism, entertainment, healthcare, and education—are exploring their service applications and strategic potential. Immersive technologies not only enhance user experience but also enable new business models, operational efficiencies, and competitive differentiation.

Appel publié par Industrial Management & Data Systems. Lire l'appel complet sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• User engagement and behaviour in immersive mobile applications
• Adoption and diffusion of immersive technologies in organizations
• Design principles for mobile immersive applications
• Business innovations enabled by immersive technologies across industries
• Ethical dimensions, accessibility challenges, and long-term societal impacts immersive mobile applications

Timeline

• February 1, 2026: Opening date for manuscript submissions
• September 30, 2026: Closing date for manuscript submissions