Gujarathi, S., Mane, S.T. and Gorkhe, M.D. 2024. ROLE OF AUGMENTED REALITY AND VIRTUAL REALITY (AR/VR) IN CUSTOMER ENGAGEMENT. ShodhKosh: Journal of Visual and Performing Arts. 5, 6 (Jun. 2024), 558–573. DOI:https://doi.org/10.29121/shodhkosh.v5.i6.2024.1800.