Employing Mixed Reality Applications: Customer Experience Perspective

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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.
Titel på gästpublikationProceedings of the 51st Hawaii International Conference on System Sciences (HICSS 2018)
Antal sidor9
FörlagUniversity of Hawai'i at Manoa
ISBN (tryckt)978-0-9981331-1-9
StatusPublicerad - 2018
MoE-publikationstypA4 Artikel i en konferenspublikation
EvenemangHawaii international conference on information systems - Hilton Waikoloa Village, Förenta Staterna (USA)
Varaktighet: 3 jan 20186 jan 2018
Konferensnummer: 51


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