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Employing Mixed Reality Applications: Customer Experience Perspective

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Title: Employing Mixed Reality Applications: Customer Experience Perspective
Authors: Holopainen, Jani
Mattila, Osmo
Parvinen, Petri
Pöyry, Essi
Seppälä, Kaapo
Keywords: Gamification
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.
Pages/Duration: 9 pages
ISBN: 978-0-9981331-1-9
DOI: 10.24251/HICSS.2018.145
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections:Gamification

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