Metaverse-retail service quality: A future framework for retail service quality in the 3D internet

Abstract

This study argues that service quality in retailing in 3D Collaborative Virtual Environments (aka Metaverses) is distinct from service quality in the more familiar 2D, mainly menu-driven, web internet store (e-SQ) and conceptualises the determinants of Metaverse Retailing service quality (MR-SQ) through a combination of focus groups and Critical Incident Technique with current users of Metaverse retail stores. The emerging set of four overarching determining elements of MR-SQ includes customer service, product dimension, store dimension and a 3D platform dimension. While some of these features are found in 2D e-SQ others are unique to MR-SQ such as human contact, emotional expressiveness, virtual trial and fantasy products, in addition to the 3D platform features. Thus, the CVE/Metaverse context presents opportunities for retailers to enhance social experience, responsive service and creative co-production opportunities. The study provides a framework for guidance for retailers to improve service quality in 3D Metaverse stores, as well as for future research.

Keywords:

• Collaborative Virtual Environments (CVEs)
• Metaverses
• Metaverse retailing
• MR-service quality
• avatars
• Second Life
• critical incident technique (CIT)

Notes

1. ¹Defined as a person who has visited, purchased from, or enjoyed the services offered by a virtual store at least once in the last 3 months.

Additional information

Notes on contributors

Eman Gadalla

Eman Gadalla is an Honorary Visiting Teaching Fellow at Manchester Business School. She gained her Ph.D. in Marketing from the University of Manchester. Her principal research interests lie in the fields of Electronic Marketing, specifically service quality and emotions within the 3D virtual environments. Other interests include servicescapes in 3D virtual environments and Service Dominant Logic (SDL). Her research has been presented in several national and international conferences, including the Society for Marketing Advances, the American Marketing Association-SERVSIG, the Academy of Marketing, and IADIS on Computer Science and Information Systems.

Kathy Keeling

Kathy Keeling is currently a Senior Lecturer in Research Methods and Data Analysis at Manchester Business School. With a Ph.D. in investigating and modelling user acceptance of e-banking services (Manchester), M.Sc. Applied Psychology (Distinction, Manchester) and B.Sc. Psychology she researches cross-disciplinary areas and applies psychological models of behaviour with particular interests in retailing, e-tailing and technologically mediated services. Relevant journals she has published in are the Journal of Retailing, the Journal of Business Research, the International Journal of e-Commerce, and the Journal of Marketing Management.

Ibrahim Abosag

Ibrahim Abosag is a lecturer in international marketing and management at Manchester Business School. Ibrahim has published in various academic and professional journals, including the International Business Review, the European Journal of Marketing, the Journal of Marketing Intelligence and Planning, and the Journal of TQM. He regularly participates in a number of important conferences in the area of relationship marketing, brand relationship management and cross-cultural management. Acting as a reviewer for numerous leading journals and international conferences, he maintains a strong network of research contacts in many countries. Ibrahim has been invited to give lectures on various marketing topics at different universities in the UK and internationally. He is also often involved in consultancy projects and corporate training programmes. He has taught on courses for undergraduate, graduate and doctorate students in the UK, Hong Kong and Singapore.