Purpose This study aims propose an innovative notion of the advanced technology based on the expectation theory and the emotion theory for a case study of the context-aware service system applied to the exhibition service sector.
Design/methodology/approach To evaluate the feasibility of the notion of the advanced technology and the context awareness, the authors have collected and analyzed the data from three stakeholders through the real field applications of the mExhibition service system.
Findings The evaluation results show that customers fairly enjoyed and were satisfied different exhibition customer experience journeys.
Originality/value The originality of this paper is: facilitation of exquisite customer experience delivery via the advanced technology as evidenced by the mExhibition service system; exhibition service innovation through mExhibition; embodied value co-creation within the exhibition technology and mExhibition service system; and mExhibition commerce realization.
International Journal of Quality and Service Sciences 8(4), p.498-515