8.30 - 9.00

Welcome & Coffee

09.00 - 10.20

Breakout Sessions 5

10.30 - 11.00

11.00

Coffee Break & Exhibition

11.00 - 12.00

12.30

Keynote by Ko de Ruyter (King's College London) & Interactive Eco-system discussion by Danny Han (Limburg Immersive Technologies Network)

12.00 - 13.00

13.30

Lunch

13.00 - 13.40

15.00

Editor Panel with Martin Wetzels (Journal of Service Research), Mirella Kleijnen (Journal of Business Research), Marissa Orlowski (International Journal of Contemporary Hospitality. Management), Carlos Flavián (Spanish Journal of Marketing)

13.50 - 15.10

Breakout Sessions 6

15.20 - 16.00

16.30

Closing & XRM 2026 Announcement