Employing Mixed Reality Applications: Customer Experience Perspective

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dc.contributor.authorHolopainen, Jani
dc.contributor.authorMattila, Osmo
dc.contributor.authorParvinen, Petri
dc.contributor.authorPöyry, Essi
dc.contributor.authorSeppälä, Kaapo
dc.date.accessioned2017-12-28T00:45:28Z
dc.date.available2017-12-28T00:45:28Z
dc.date.issued2018-01-03
dc.description.abstractThe 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.extent9 pages
dc.identifier.doi10.24251/HICSS.2018.145
dc.identifier.isbn978-0-9981331-1-9
dc.identifier.urihttp://hdl.handle.net/10125/50032
dc.language.isoeng
dc.relation.ispartofProceedings of the 51st Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectGamification
dc.subjectcustomer experience, experience management, mixed reality, sensory design, service design
dc.titleEmploying Mixed Reality Applications: Customer Experience Perspective
dc.typeConference Paper
dc.type.dcmiText

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