This study explores the integration of Augmented Reality (AR) into customer experience (CX) strategies and its impact on consumer engagement. The research aims to understand how AR enhances consumer interactions and engagement across various industries, addressing the gap in existing literature regarding its practical application and long-term effects. A qualitative literature review methodology was employed, systematically analyzing peer-reviewed articles, case studies, and industry reports from the past decade. The data were analyzed using thematic analysis to identify key trends, challenges, and opportunities in AR applications. The findings reveal that AR significantly improves consumer engagement by offering personalized, immersive experiences in sectors such as retail, tourism, healthcare, and education. AR applications like virtual try-ons and interactive city tours were shown to increase customer satisfaction, brand loyalty, and purchase intention. However, challenges such as high implementation costs, technological literacy, and privacy concerns were identified as barriers to widespread adoption. The study contributes to existing knowledge by connecting AR's impact on consumer behavior with theoretical frameworks like the Technology Acceptance Model (TAM) and Elaboration Likelihood Model (ELM). In conclusion, this research highlights the potential of AR to transform customer engagement and experience strategies. It provides valuable insights for businesses looking to integrate AR into their marketing efforts and offers a foundation for future research on the long-term effects of AR on consumer loyalty. Further studies should explore the design of AR applications that are accessible to diverse consumer segments, particularly those with limited technological skills.
Muharam et al. (Sun,) studied this question.