Retail technology and the customer experience: the use of Augmented Reality as a shopping tool

This thesis explores the impact and value of augmented reality (AR) as a shopping tool on customer experience in the retail industry. The research objectives are threefold: investigate consumer perceptions and experiences with AR, examine the impact of AR on customer experience outcomes, and identify and profile consumer segments with different attitudes toward AR. The three-study mixed-method research design provides a deep investigation of AR and the customer experience, highlighting the potential benefits and drawbacks of AR as a shopping tool. The findings provide practical recommendations for retailers to implement AR in a way that benefits customer experience while minimising negative outcomes.