[RESEARCH] Congratulations to Prof. Dr. Phil Klaus!

Prof. Dr. Phil Klaus' article, "Navigating the Metaverse: Marketing Strategies and Sensory Integration" is published in the 3* International Journal of Contemporary Hospitality Management and co-authored with Drs. Aikaterini Manthiou, Van Ha Luong, and Kafia AYADI.

♦ The findings reveal that the meta-service experience (MEX) encompasses four dimensions: immersion, metascape, immediacy, hedonism.

♦ The experience of leaving the real world and entering a virtual service environment makes many individuals happy.
This study heeds the call by multiple researchers to conceptualize, interpret and illustrate the impact of the perceived service experience in the metaverse in a holistic way.
In particular, this study aims to understand how the consumption of experiences is perceived in a metaversal space.

♦ This research provides important guidance not only for consumer behavior scholars but also for service marketers and event planners.

The study proposes research opportunities to advance service experience research in the metaverse.

▶ Full article https://www.emerald.com/insight/content/doi/10.1108/IJCHM-08-2023-1305/full/html