Abstract
This study investigates the impact of augmented and virtual reality (AR/VR) technologies on customer happiness in immersive shopping experiences in the Bahraini clothing market. A purposive sample of 500 respondents was used to collect data. The results demonstrate the significance of incorporating AR/VR technologies as a modern marketing strategy to enhance customer happiness and brand loyalty. The study also validated four hypotheses of the conceptual model, indicating that usability, functionality, customer involvement, and personalization directly influence customer happiness and satisfaction with the brand and shopping experience. Additionally, preferred techniques for implementing AR/VR technologies in shopping experiences were identified, including QR code scanning for virtual try-ons, 360-degree product views, AR/VR product showcases, AR filters on social media, virtual fitting rooms, and gamified shopping experiences. The findings suggest that international brands are leveraging AR/VR technologies as modern marketing tools in the era of artificial intelligence to gain a competitive advantage, and to encourage informed purchasing decisions.
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