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

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Sammanfattning

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.
Originalspråkengelska
Titel på gästpublikationExploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings
RedaktörerGerhard Satzger, Lia Patricio, Mohamed Zaki, Niklas Kühl, Peter Hottum
Antal sidor14
UtgivningsortCham
FörlagSpringer Nature Switzerland
Utgivningsdatum21 sep 2018
Sidor385-398
ISBN (tryckt)978-3-030-00712-6
ISBN (elektroniskt)978-3-030-00713-3
DOI
StatusPublicerad - 21 sep 2018
MoE-publikationstypA4 Artikel i en konferenspublikation
EvenemangExploring Services Science: International Conference, IESS - Karlsruhe, Tyskland
Varaktighet: 19 sep 201821 sep 2018
Konferensnummer: 9

Publikationsserier

NamnLecture Notes in Business Information Processing
Nummer331
ISSN (tryckt)1865-1348
ISSN (elektroniskt)1865-1356

Vetenskapsgrenar

  • 4112 Skogsvetenskap
  • 512 Företagsekonomi

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