Employing Mixed Reality Applications: Customer Experience Perspective

Tutkimustuotos: Artikkeli kirjassa/raportissa/konferenssijulkaisussaKonferenssiartikkeliTieteellinenvertaisarvioitu

Abstrakti

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/

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