Exploring the frontiers in reality-enhanced service communication: from augmented and virtual reality to neuro-enhanced reality

T. Hilken*, M. Chylinski, K. de Ruyter, J. Heller, D.I. Keeling

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

3 Citations (Web of Science)


Purpose The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and service organizations that extends beyond current state-of-the-art approaches based on augmented reality (AR) and virtual reality (VR) technologies. Design/methodology/approach The authors first take stock of research on reality-enhanced service communication with AR and VR, then complement these insights with emerging neuroscientific research to conceptualize how NeR enables innovative forms of service communication. On this basis, the authors develop a research agenda to guide the future study and managerial exploitation of NeR. Findings AR and VR already offer unique affordances for digital-to-physical communication, but these can be extended with NeR. Specifically, NeR supports neuro-to-digital and digital-to-neuro communication based on neuroimaging (e.g. controlling digital content through thought) and neurostimulation (e.g. eliciting brain responses based on digital content). This provides a basis for outlining possible applications of NeR across service settings. Originality/value The authors advance knowledge on reality-enhanced service communication with AR and VR, whilst also demonstrating how neuroscientific research can be extended from understanding brain activity to generating novel service interactions.
Original languageEnglish
Pages (from-to)657-674
Number of pages18
JournalJournal of Service Management
Issue number4/5
Early online date13 May 2022
Publication statusPublished - 8 Jul 2022


  • Service communication
  • Augmented reality
  • Virtual reality
  • Neuro-enhanced reality
  • Neuromarketing
  • RISE

Cite this