Employing Mixed Reality Applications

Customer Experience Perspective

Tutkimustuotos: Artikkeli kirjassa/raportissa/konferenssijulkaisussaKonferenssiartikkeliTieteellinenvertaisarvioitu

Kuvaus

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.
Alkuperäiskielienglanti
OtsikkoProceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018)
Sivumäärä9
JulkaisupaikkaHonolulu
KustantajaUniversity of Hawai'i at Manoa
Julkaisupäivä2018
Sivut1168-1176
ISBN (painettu)978-0-9981331-1-9
DOI - pysyväislinkit
TilaJulkaistu - 2018
OKM-julkaisutyyppiA4 Artikkeli konferenssijulkaisuussa
TapahtumaHawaii international conference on information systems - Hilton Waikoloa Village, Yhdysvallat (USA)
Kesto: 3 tammikuuta 20186 tammikuuta 2018
Konferenssinumero: 51
https://aisel.aisnet.org/hicss-51/

Lisätietoja


Volume:
Proceeding volume:

Tieteenalat

  • 4112 Metsätiede
  • 512 Liiketaloustiede

Lainaa tätä

Holopainen, J. M., Mattila, O. P. A., Parvinen, P. M. T., Pöyry, E. I., & Seppälä, K. (2018). Employing Mixed Reality Applications: Customer Experience Perspective. teoksessa Proceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018) (Sivut 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. Sivut 1168-1176
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title = "Employing Mixed Reality Applications: Customer Experience Perspective",
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.",
keywords = "4112 Forestry, 512 Business and Management",
author = "Holopainen, {Jani Markus} and Mattila, {Osmo Pekka Antero} and Parvinen, {Petri Mika Tapani} and P{\"o}yry, {Essi Ilona} and Kaapo Sepp{\"a}l{\"a}",
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year = "2018",
doi = "10.24251/HICSS.2018.145",
language = "English",
isbn = "978-0-9981331-1-9",
pages = "1168--1176",
booktitle = "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 2018, Employing Mixed Reality Applications: Customer Experience Perspective. julkaisussa Proceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018). University of Hawai'i at Manoa, Honolulu, Sivut 1168-1176, Hawaii international conference on information systems, Yhdysvallat (USA), 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. s. 1168-1176.

Tutkimustuotos: Artikkeli kirjassa/raportissa/konferenssijulkaisussaKonferenssiartikkeliTieteellinenvertaisarvioitu

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

U2 - 10.24251/HICSS.2018.145

DO - 10.24251/HICSS.2018.145

M3 - Conference contribution

SN - 978-0-9981331-1-9

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

PB - University of Hawai'i at Manoa

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