The Impact of Augmented and Virtual Reality Technologies on Customer Experience in the Banking Industry

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Bashokouh Ajirloo Mohammad; Maghami Dowlat Abad Mehri

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Journal Paper

Paper Information

Journal: JOURNAL OF INTELLIGENT MARKETING MANAGEMENT Year:2025 | Volume:6 | Issue:3 Page(s): 423-458

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Title

The Impact of Augmented and Virtual Reality Technologies on Customer Experience in the Banking Industry

Author(s)

Bashokouh Ajirloo Mohammad | Maghami Dowlat Abad Mehri | Issue Writer Certificate

Keywords

Augmented reality

virtual reality

customer experience

virtual banking

Abstract

In today's world, significant advances in information and communication technologies and the continuous developments in the digital world have created fundamental changes in customer experiences and organizational operations. This research aimed to analyze the impact of augmented reality and virtual reality technologies on improving customer experience and creating new opportunities in the service industry, especially in virtual banking. In this qualitative research, semi-structured interviews were used to collect data, and the statistical population included customers and virtual banking experts who were selected using purposive sampling. The data were analyzed using thematic analysis. The results showed that augmented reality and virtual reality technologies can significantly improve the customer experience and create innovative opportunities, but customer unfamiliarity with these technologies and their high development costs were identified as key challenges. Ultimately, the use of these technologies can significantly transform the customer experience, but organizations must be aware of the threats and challenges involved and have strategic planning

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