Abstract:

[Abstract]　The current study adopted the framework of the CSI to measure the AR Books’s customer
satisfaction.“ Word-of-mouth effect” and“ Perceived Entertainment” were embedded in the traditional model
to improve the pertinence of the study. It collected the sample of 347 respondents who have used or purchased
AR Books. The exploratory data analysis was performed with the help of SPSS v.23 which further analyzed
in AMOS v.20. The study highlighted the strong role of satisfaction while defining“ Positive Word of Mouth”
about AR Books. Moreover, the“ Perceived Quality” drove strong determining power while understanding the
“Perceived Value” of AR Books among consumers. However, statistically non-significant relationship between
“Customer’s Expectations” and“ Perceived Quality” demanded further study in the research area.