Next-Gen Services Innovation: Leveraging Metaverse for Unparalleled Customer Satisfaction in Tourism Industry

Abstract

The objective of this study is to examine the next-gen services innovation: leveraging the metaverse for unparalleled customer satisfaction in tourism industry of Pakistan. Traditional techniques to the customer satisfaction are not extended enough in the quickly changing technological context. Our research focuses into use of a metaverse technology to get superior customer satisfaction in realm of the next-generation services innovation, in order to tackle of this difficulty. This study estimated the associations between the customer experience, technological revolution, service innovation, metaverse, and customer satisfaction. We used a convenience sampling strategy to gather data. It was selected to examine gathered data using the advanced partial least squares structural equation modelling (PLS-SEM), demonstrates the intense effects of metaverse adoption on the customer experience, service innovation, and satisfaction. Throughout investigating the relationship between the metaverse technology and customer satisfaction, this research advances knowledge of innovative service approaches, allow businesses to fully utilize the metaverse technology and permit customer experiences.