Employing Mixed Reality Applications

Customer Experience Perspective

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Abstract

The study analyses twelve empirical cases employing different Mixed Reality (MR) applications: 1) 360-videos, 2) augmented reality (AR) mobile applications, 3) augmented virtuality (AV), and 4) AV+AR. The empirical data in all cases consist of observations of users’ and potential customers’ experiences with different MR applications followed by qualitative interviews. The study assesses how various MR applications can create experience-centric services. The research focus is in service and sensory design as well as in customer experience management. The study results suggest that MR can provide new opportunities for prolonged customer experiences in terms of new encounters and cues, different sensory effects and improved social interactions among business representatives and fellow customers. Furthermore, MR experiences can generate positive word-of-mouth especially in cases with dramatic structures. Finally, the results suggest that the customers' willingness-to-interact with service personnel increase after a MR experience.
Original languageEnglish
Title of host publicationProceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018)
Number of pages9
Place of PublicationHonolulu
PublisherUniversity of Hawai'i at Manoa
Publication date2018
Pages1168-1176
ISBN (Print)978-0-9981331-1-9
DOIs
Publication statusPublished - 2018
MoE publication typeA4 Article in conference proceedings
EventHawaii international conference on information systems - Hilton Waikoloa Village, United States
Duration: 3 Jan 20186 Jan 2018
Conference number: 51
https://aisel.aisnet.org/hicss-51/

Fields of Science

  • 4112 Forestry
  • 512 Business and Management

Cite this

Holopainen, J. M., Mattila, O. P. A., Parvinen, P. M. T., Pöyry, E. I., & Seppälä, K. (2018). Employing Mixed Reality Applications: Customer Experience Perspective. In Proceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018) (pp. 1168-1176). Honolulu: University of Hawai'i at Manoa. https://doi.org/10.24251/HICSS.2018.145
Holopainen, Jani Markus ; Mattila, Osmo Pekka Antero ; Parvinen, Petri Mika Tapani ; Pöyry, Essi Ilona ; Seppälä, Kaapo. / Employing Mixed Reality Applications : Customer Experience Perspective. Proceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018). Honolulu : University of Hawai'i at Manoa, 2018. pp. 1168-1176
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abstract = "The study analyses twelve empirical cases employing different Mixed Reality (MR) applications: 1) 360-videos, 2) augmented reality (AR) mobile applications, 3) augmented virtuality (AV), and 4) AV+AR. The empirical data in all cases consist of observations of users’ and potential customers’ experiences with different MR applications followed by qualitative interviews. The study assesses how various MR applications can create experience-centric services. The research focus is in service and sensory design as well as in customer experience management. The study results suggest that MR can provide new opportunities for prolonged customer experiences in terms of new encounters and cues, different sensory effects and improved social interactions among business representatives and fellow customers. Furthermore, MR experiences can generate positive word-of-mouth especially in cases with dramatic structures. Finally, the results suggest that the customers' willingness-to-interact with service personnel increase after a MR experience.",
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Holopainen, JM, Mattila, OPA, Parvinen, PMT, Pöyry, EI & Seppälä, K 2018, Employing Mixed Reality Applications: Customer Experience Perspective. in Proceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018). University of Hawai'i at Manoa, Honolulu, pp. 1168-1176, Hawaii international conference on information systems, United States, 03/01/2018. https://doi.org/10.24251/HICSS.2018.145

Employing Mixed Reality Applications : Customer Experience Perspective. / Holopainen, Jani Markus; Mattila, Osmo Pekka Antero; Parvinen, Petri Mika Tapani; Pöyry, Essi Ilona; Seppälä, Kaapo.

Proceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018). Honolulu : University of Hawai'i at Manoa, 2018. p. 1168-1176.

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

TY - GEN

T1 - Employing Mixed Reality Applications

T2 - Customer Experience Perspective

AU - Holopainen, Jani Markus

AU - Mattila, Osmo Pekka Antero

AU - Parvinen, Petri Mika Tapani

AU - Pöyry, Essi Ilona

AU - Seppälä, Kaapo

N1 - Volume: Proceeding volume:

PY - 2018

Y1 - 2018

N2 - The study analyses twelve empirical cases employing different Mixed Reality (MR) applications: 1) 360-videos, 2) augmented reality (AR) mobile applications, 3) augmented virtuality (AV), and 4) AV+AR. The empirical data in all cases consist of observations of users’ and potential customers’ experiences with different MR applications followed by qualitative interviews. The study assesses how various MR applications can create experience-centric services. The research focus is in service and sensory design as well as in customer experience management. The study results suggest that MR can provide new opportunities for prolonged customer experiences in terms of new encounters and cues, different sensory effects and improved social interactions among business representatives and fellow customers. Furthermore, MR experiences can generate positive word-of-mouth especially in cases with dramatic structures. Finally, the results suggest that the customers' willingness-to-interact with service personnel increase after a MR experience.

AB - The study analyses twelve empirical cases employing different Mixed Reality (MR) applications: 1) 360-videos, 2) augmented reality (AR) mobile applications, 3) augmented virtuality (AV), and 4) AV+AR. The empirical data in all cases consist of observations of users’ and potential customers’ experiences with different MR applications followed by qualitative interviews. The study assesses how various MR applications can create experience-centric services. The research focus is in service and sensory design as well as in customer experience management. The study results suggest that MR can provide new opportunities for prolonged customer experiences in terms of new encounters and cues, different sensory effects and improved social interactions among business representatives and fellow customers. Furthermore, MR experiences can generate positive word-of-mouth especially in cases with dramatic structures. Finally, the results suggest that the customers' willingness-to-interact with service personnel increase after a MR experience.

KW - 4112 Forestry

KW - 512 Business and Management

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BT - Proceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018)

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Holopainen JM, Mattila OPA, Parvinen PMT, Pöyry EI, Seppälä K. Employing Mixed Reality Applications: Customer Experience Perspective. In Proceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018). Honolulu: University of Hawai'i at Manoa. 2018. p. 1168-1176 https://doi.org/10.24251/HICSS.2018.145