A Novel Model for Measuring Customer Experience in Metaverse Environments: A Mixed Approach from Theory to Practice

With the rapid advancement of emerging technologies and the rise of metaverse platforms, the significance of customer experience in these multidimensional virtual environments has become increasingly apparent. As a blend of virtual reality, augmented reality, and online interactions, the metaverse offers unparalleled opportunities for creating personalized, interactive, and immersive experiences. However, the complexities and innovations inherent in this space pose significant challenges for measuring and evaluating customer experience. While customer experience measurement criteria have long been established in physical and digital spaces, these criteria have yet to be fully adapted to the unique characteristics of the metaverse. In this study, we begin by reviewing the relevant research literature and examining existing customer experience measurement models in digital environments to identify their strengths and weaknesses. Subsequently, using a hybrid methodology—including qualitative content analysis, interviews with users and experts, and the analysis of data collected from multiple metaverse platforms—we extract and categorize key customer experience indicators. Our proposed model focuses on twelve core dimensions, which have been validated and tested. These twelve categories are: Multi-dimensional Value Creation, Phygital Convergence, Digital Sustainability, Aesthetics, Spatiotemporal Flexibility, Intelligent Trust, Cultural Adaptability, Emotional Experience, User Empowerment, Ecosystem Dynamics, Value Co-creation, and Technical Quality. The findings demonstrate that the proposed model reliably explains variations in customer experiences across different metaverse platforms and assists companies in designing more effective strategies to enhance user experiences. Furthermore, this model serves as a valuable tool for researchers and platform managers, enabling deeper analysis of user behavior and the provision of data-driven services. Finally, suggestions for future research and practical applications of the proposed model are discussed.

کلیدواژه ها:

Emerging Technologies ، Metaverse ، Customer Experience ، Digital Space