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Employing Mixed Reality Applications: Customer Experience Perspective

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Item Summary Holopainen, Jani Mattila, Osmo Parvinen, Petri Pöyry, Essi Seppälä, Kaapo 2017-12-28T00:45:28Z 2017-12-28T00:45:28Z 2018-01-03
dc.identifier.isbn 978-0-9981331-1-9
dc.description.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.
dc.format.extent 9 pages
dc.language.iso eng
dc.relation.ispartof Proceedings of the 51st Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject Gamification
dc.subject customer experience, experience management, mixed reality, sensory design, service design
dc.title Employing Mixed Reality Applications: Customer Experience Perspective
dc.type Conference Paper
dc.type.dcmi Text
dc.identifier.doi 10.24251/HICSS.2018.145
Appears in Collections: Gamification

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