The Journal of Service Theory and Practice has announced a Call for Papers for the Special Issue entitled “Immersive Technologies and Sensory Service Experiences: Redefining the Customer Journey and Value Creation in the Age of AI”, focused on the role of immersive technologies and artificial intelligence in reshaping service experiences.
This Special Issue aims to advance research on multisensory and immersive service experiences, exploring how technologies such as virtual reality, augmented reality, mixed reality, and generative AI are transforming the customer journey, service interactions, and value creation processes.
Topics of interest include, but are not limited to:
- Multisensory immersive service experiences across the customer journey
- Cross-modal sensory interactions and congruence in immersive environments
- VR, AR, and MR as strategic service touchpoints
- AI-enabled personalization and real-time adaptation of service experiences
- Generative AI in immersive service design and delivery
- Customer perceptions, emotions, intentions, and behavior in immersive services
- Cognitive overload, sensory fatigue, and other potential risks
- Ethical and governance challenges in AI-mediated immersive experiences
- Value creation and co-creation in immersive service systems
The Special Issue is guest edited by Carlos Velasco, Sergio Ibáñez Sánchez, Olivia Petit, and Carlos Flavián.
Important dates:
- Structured abstract (recommended, less than 1,000 words): April 1, 2026
- Full paper submission window: September 1 – December 15, 2026
Further information is available on the journal website.
