A Novel Classification for Measuring Customer Experience in Metaverse Environments with a Focus on Sustainability

Advancements in emerging technologies, particularly in the realm of the metaverse, have created unprecedented opportunities for digital interactions and customer experiences. Amid these developments, incorporating sustainability in the design and management of these spaces has emerged as a critical necessity. This study aims to present a comprehensive and innovative classification for measuring customer experience in metaverse environments, emphasizing sustainability principles. To this end, prior studies related to customer experience in the metaverse and sustainability were analyzed, and existing frameworks were critically evaluated. Based on a systematic literature review and expert interviews, various dimensions of customer experience—including sensory, cognitive, social, and behavioral experiences—were identified, with specific indicators proposed for each dimension. Using a mixed-methods approach, this research integrates environmental, economic, and social sustainability criteria into the proposed classification. The findings reveal that customer experience in the metaverse is influenced not only by technological and design factors but also by sustainability dimensions, which can significantly enhance the quality and impact of these experiences. The proposed classification serves as a valuable tool for researchers, designers, and business managers operating in the metaverse domain, enabling them to comprehensively evaluate customer experiences and devise innovative strategies for improvement. Additionally, this classification contributes to improving the quality of services and products in the metaverse, increasing user satisfaction, and advancing sustainability goals. The study concludes with recommendations for future research and practical applications of the classification.

کلیدواژه ها:

Metaverse ، Customer Experience ، Sustainability ، Sustainable Design ، Digital Interaction