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@article{171177,
        author = {Dr.S.Sivaselvi and Mrs.P.Dhamayanthi},
        title = {IMPACT OF AUGMENTED REALITY (AR), VIRTUAL REALITY (VR) IN CUSTOMER SERVICE},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {7},
        pages = {2989-2994},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=171177},
        abstract = {Augmented Reality (AR) is a technology that layers digital information on the user’s real-world settings. Virtual Reality (VR) is a computer-generated simulation in which users can physically act in an artificially created 3D environment thanks to electronic equipment. The physical presence of a user is digitized, giving him the feeling of experiencing this virtual world in a physical way. VR represents the total immersion of a customer into a new digital world whereas AR is the overlaying of digital features onto reality to create an augmented perception of the world. According to Statista, the global AR and VR market will reach $296.9 billion U.S. dollars in 2024. AR Technology within the industrial and manufacturing industries stood for the largest revenue share of 24,3% in 2021 and is expected to continue dominating the market forecast period. These technologies enhance accessibility, convenience, and engagement, fostering a CX-first culture that prioritizes customer needs and preferences. The result is improved customer satisfaction, loyalty, and retention in the competitive (Banking, Finance, Service and Insurance) BFSI landscape.},
        keywords = {AR, VR, 3D, digital, virtual, BFSI},
        month = {December},
        }