From screen to table: the role of augmented reality in delivering enhanced customer experience through mental imagery and flow

Purpose With the rapid expansion of online food delivery services, customer experience (CE) and retention have become critical factors for sustaining competitive advantage. This study investigates the role of the augmented reality (AR) feature in online food delivery applications in enhancing CE (flow and mental imagery as elements) and the continuance usage intention of the use of this feature. Drawing on the theory of interactive media effects and flow theory, the study explores how AR features (vividness and environmental embedding (EE) of 3D food visualization) affect CE in the online food retail context. Design/methodology/approach A survey-based methodology is employed to gather data from users of food delivery applications that incorporate AR elements. Structural equation modelling is applied to analyse the relationships among the model constructs among a sample of 259 Gen Z respondents. Findings Results suggest that AR aspects of vividness and EE significantly impact CE, and CE positively impacts continuance intention. EE is found insignificant in impacting mental imagery. Originality/value This research is one of the pioneer attempts that contributes to the literature by highlighting the potential of AR to create immersive and satisfying experiences, thereby fostering long-term customer engagement in the online food delivery sector. Implications for food delivery platforms and app developers are also discussed.