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@article{181752,
        author = {Mr.PADIYAPPA},
        title = {THE IMPACT OF AUGMENTED AND VIRTUAL REALITY IMPROVES THE CUSTOMER EXPERIENCE AND BEHAVIOUR},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {1},
        pages = {6247-6255},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=181752},
        abstract = {In recent years, augmented reality (AR) and virtual reality (VR) have significantly transformed customer engagement by offering immersive and interactive experiences. These technologies have redefined the way businesses connect with their customers, creating highly personalized and captivating shopping experiences that traditional retail cannot match. The development of portable devices and interactive physical-visual interfaces has paved the way for hybrid customer experiences, reshaping the landscape of customer experiences. Despite their potential, the adoption of AR and VR faces challenges, including high implementation costs and limited accessibility, which hinder widespread usage. However, these technologies continue to evolve, presenting opportunities to enhance customer experiences and influence purchasing behavior. This study examines the impact of AR and VR on enhancing customer experience and behavior, focusing on the mechanisms by which these technologies influence customer choices and decision-making.},
        keywords = {},
        month = {July},
        }