Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services

Tutkimustuotos: Artikkeli kirjassa/raportissa/konferenssijulkaisussaKonferenssiartikkeliTieteellinenvertaisarvioitu

Kuvaus

Virtual, augmented, and mixed reality technologies allow creation of powerful customer experiences and illustrative demonstrations especially in use cases that benefit from spatial visualizations. Our study focuses on the natural resource management sector and digitalizing of consultative selling process. More specifically, we look at how to improve customer engagement with the use of virtual reality (VR) and thus digitally scale consultative selling. In this process, a VR application is used to demonstrate various management operations and their economic results. Design research methodology is applied to a pre-development phase and three application development iterations between 2016 and 2018. Data consists of user interviews and video observations (N = 129) during various development iterations and three application development plans. The results show that VR offers an emotionally engaging and illustrative tool in consultative selling. Further, it opens a novel way for interaction between the salesperson and customer and possibilities to scale consultative selling digitally, emphasizing the role of trust.
Alkuperäiskielisuomi
OtsikkoExploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings
ToimittajatGerhard Satzger, Lia Patricio, Mohamed Zaki, Niklas Kühl, Peter Hottum
Sivumäärä14
JulkaisupaikkaCham
KustantajaSpringer Nature Switzerland
Julkaisupäivä21 syyskuuta 2018
Sivut385-398
ISBN (painettu)978-3-030-00712-6
ISBN (elektroninen)978-3-030-00713-3
DOI - pysyväislinkit
TilaJulkaistu - 21 syyskuuta 2018
OKM-julkaisutyyppiA4 Artikkeli konferenssijulkaisuussa
TapahtumaExploring Services Science: International Conference, IESS - Karlsruhe, Saksa
Kesto: 19 syyskuuta 201821 syyskuuta 2018
Konferenssinumero: 9

Julkaisusarja

NimiLecture Notes in Business Information Processing
Numero331
ISSN (painettu)1865-1348
ISSN (elektroninen)1865-1356

Tieteenalat

  • 4112 Metsätiede
  • 512 Liiketaloustiede
  • Consultative selling
  • Design science research methodology
  • Framework for evaluation in design science
  • Virtual reality

Lainaa tätä

Mattila, O., Tuunanen, T., Holopainen, J., & Parvinen, P. (2018). Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services. teoksessa G. Satzger, L. Patricio, M. Zaki, N. Kühl, & P. Hottum (Toimittajat), Exploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings (Sivut 385-398). (Lecture Notes in Business Information Processing; Nro 331). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-030-00713-3_29
Mattila, Osmo ; Tuunanen, Tuure ; Holopainen, Jani ; Parvinen, Petri . / Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services. Exploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings. Toimittaja / Gerhard Satzger ; Lia Patricio ; Mohamed Zaki ; Niklas Kühl ; Peter Hottum. Cham : Springer Nature Switzerland, 2018. Sivut 385-398 (Lecture Notes in Business Information Processing; 331).
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title = "Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services",
abstract = "Virtual, augmented, and mixed reality technologies allow creation of powerful customer experiences and illustrative demonstrations especially in use cases that benefit from spatial visualizations. Our study focuses on the natural resource management sector and digitalizing of consultative selling process. More specifically, we look at how to improve customer engagement with the use of virtual reality (VR) and thus digitally scale consultative selling. In this process, a VR application is used to demonstrate various management operations and their economic results. Design research methodology is applied to a pre-development phase and three application development iterations between 2016 and 2018. Data consists of user interviews and video observations (N = 129) during various development iterations and three application development plans. The results show that VR offers an emotionally engaging and illustrative tool in consultative selling. Further, it opens a novel way for interaction between the salesperson and customer and possibilities to scale consultative selling digitally, emphasizing the role of trust.",
keywords = "4112 Mets{\"a}tiede, 512 Liiketaloustiede, Consultative selling, Design science research methodology, Framework for evaluation in design science, Virtual reality",
author = "Osmo Mattila and Tuure Tuunanen and Jani Holopainen and Petri Parvinen",
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Mattila, O, Tuunanen, T, Holopainen, J & Parvinen, P 2018, Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services. julkaisussa G Satzger, L Patricio, M Zaki, N Kühl & P Hottum (toim), Exploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings. Lecture Notes in Business Information Processing, Nro 331, Springer Nature Switzerland, Cham, Sivut 385-398, Exploring Services Science, Karlsruhe, Saksa, 19/09/2018. https://doi.org/10.1007/978-3-030-00713-3_29

Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services. / Mattila, Osmo ; Tuunanen, Tuure; Holopainen, Jani ; Parvinen, Petri .

Exploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings. toim. / Gerhard Satzger; Lia Patricio; Mohamed Zaki; Niklas Kühl; Peter Hottum. Cham : Springer Nature Switzerland, 2018. s. 385-398 (Lecture Notes in Business Information Processing; Nro 331).

Tutkimustuotos: Artikkeli kirjassa/raportissa/konferenssijulkaisussaKonferenssiartikkeliTieteellinenvertaisarvioitu

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N2 - Virtual, augmented, and mixed reality technologies allow creation of powerful customer experiences and illustrative demonstrations especially in use cases that benefit from spatial visualizations. Our study focuses on the natural resource management sector and digitalizing of consultative selling process. More specifically, we look at how to improve customer engagement with the use of virtual reality (VR) and thus digitally scale consultative selling. In this process, a VR application is used to demonstrate various management operations and their economic results. Design research methodology is applied to a pre-development phase and three application development iterations between 2016 and 2018. Data consists of user interviews and video observations (N = 129) during various development iterations and three application development plans. The results show that VR offers an emotionally engaging and illustrative tool in consultative selling. Further, it opens a novel way for interaction between the salesperson and customer and possibilities to scale consultative selling digitally, emphasizing the role of trust.

AB - Virtual, augmented, and mixed reality technologies allow creation of powerful customer experiences and illustrative demonstrations especially in use cases that benefit from spatial visualizations. Our study focuses on the natural resource management sector and digitalizing of consultative selling process. More specifically, we look at how to improve customer engagement with the use of virtual reality (VR) and thus digitally scale consultative selling. In this process, a VR application is used to demonstrate various management operations and their economic results. Design research methodology is applied to a pre-development phase and three application development iterations between 2016 and 2018. Data consists of user interviews and video observations (N = 129) during various development iterations and three application development plans. The results show that VR offers an emotionally engaging and illustrative tool in consultative selling. Further, it opens a novel way for interaction between the salesperson and customer and possibilities to scale consultative selling digitally, emphasizing the role of trust.

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Mattila O, Tuunanen T, Holopainen J, Parvinen P. Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services. julkaisussa Satzger G, Patricio L, Zaki M, Kühl N, Hottum P, toimittajat, Exploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings. Cham: Springer Nature Switzerland. 2018. s. 385-398. (Lecture Notes in Business Information Processing; 331). https://doi.org/10.1007/978-3-030-00713-3_29