The Application of Advancement Technologies in Studying Customer Experiences in Vietnam

The purpose of this paper is to analyze some main objectives. Firstly, we summarize some literature review in technological such as mobile applications, virtual reality VR and augmented reality AR where customers experience and feeling within the virtual environment. Secondly, we review some research in Vietnam on this topic and compare studies in Vietnam with developed countries. Herein, we find some study gaps of this study. Finally, we propose some discussions for providing the bestactual media experience for customers from the aspects of technological advancement in order to enhance emotions, customer values and behavioral responses