The AR cloud: navigating metaverse augmentation technologies for enhanced co-creation of value within services

Alimamy, Saifeddin and Jung, Timothy ORCID: https://orcid.org/0000-0002-8594-6641 (2024) The AR cloud: navigating metaverse augmentation technologies for enhanced co-creation of value within services. Journal of Service Research. ISSN 1094-6705

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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 introduces the concept of the AR Cloud (ARC), a novel external metaverse technology designed to 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 augmentation metaverse technologies, such as lifelogging and augmented reality. Our discussion delves into the transformative impact of ARC on the value co-creation process, emphasizing the enhanced well-being outcomes—both hedonic and eudaemonic—that arise from ARC-powered service interactions. Concluding, we chart a course for future research on ARC, touching upon its attributes, potential moderating variables, its role in sustained value co-creation, and the myriad service outcomes it could support.