Please use this identifier to cite or link to this item:
Employing Mixed Reality Applications: Customer Experience Perspective
|Title:||Employing Mixed Reality Applications: Customer Experience Perspective|
customer experience, experience management, mixed reality, sensory design, service design
|Issue Date:||03 Jan 2018|
|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.|
|Rights:||Attribution-NonCommercial-NoDerivatives 4.0 International|
|Appears in Collections:||Gamification|
Please contact email@example.com if you need this content in an ADA compliant alternative format.
Items in ScholarSpace are protected by copyright, with all rights reserved, unless otherwise indicated.