The use of augmented and virtual reality to enhance the customer experience

被引:2
作者
Dlamini, Swelihle Twitwi [1 ]
Botha, Chante [1 ]
机构
[1] Independent Inst Educ IIEMSA, Res & Post Grad Studies Unit, Ruimsig, South Africa
关键词
augmented reality; customer experience; virtual reality; EDUCATION; IMPACT; TECHNOLOGY; INDUSTRY;
D O I
10.1080/20421338.2024.2326791
中图分类号
O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];
学科分类号
07 ; 0710 ; 09 ;
摘要
Digital technologies such as augmented reality (AR) and virtual reality (VR) offer businesses an opportunity to create a competitive advantage by providing a unique customer experience across the customer's pre-purchase, purchase, and post-purchase journey. Several businesses have engaged with these technologies, yet, South African businesses are slow adopters. A qualitative study was conducted with AR and VR developers to determine how businesses can use AR and VR technologies to enhance their customer experience. Additionally, the study aimed to identify the factors contributing to and hindering the adoption of AR and VR technologies. The findings indicate that these technologies are mainly used for (1) marketing and (2) training purposes, enabling product customization, enhanced brand experience, and improved communication. Several factors contributing to adopting these technologies were identified, such as improved marketing campaigns, reduced training risks, reinforcing best practices, identifying and managing potential hazards, and offering simulations of real-life events. The factors that hinder the adoption include high cost, data usage, customer adoption, and lack of high-quality user experience designers. The findings of this study offer several practical contributions to assist businesses in the decision to implement and engage with these technologies.
引用
收藏
页码:399 / 409
页数:11
相关论文
共 64 条
[1]  
Abbott Lara E., 2021, THESIS U CAPE TOWN S
[2]  
Ali Soomro D. Y., 2017, Journal of Business Strategies, V11, DOI [10.29270/jbs.11.1(17).002, DOI 10.29270/JBS.11.1(17).002]
[3]   Adopting open innovation for SMEs and industrial revolution 4.0 [J].
Anshari, Muhammad ;
Almunawar, Mohammad Nabil .
JOURNAL OF SCIENCE AND TECHNOLOGY POLICY MANAGEMENT, 2022, 13 (02) :405-427
[4]   A survey of augmented reality [J].
Azuma, RT .
PRESENCE-VIRTUAL AND AUGMENTED REALITY, 1997, 6 (04) :355-385
[5]   Virtual reality adoption during the COVID-19 pandemic: A uses and gratifications perspective [J].
Ball, Christopher ;
Huang, Kuo-Ting ;
Francis, Jess .
TELEMATICS AND INFORMATICS, 2021, 65
[6]  
Baniasadi Tayebeh, 2020, Oman Med J, V35, pe125, DOI 10.5001/omj.2020.43
[7]  
Bardi Joe, 2019, DEFY REALITY 3D 0326
[8]  
Bennett Martha, 2022, TOP EMERGING TECHNOL
[9]   Grand Challenges for Augmented Reality [J].
Billinghurst, Mark .
FRONTIERS IN VIRTUAL REALITY, 2021, 2
[10]  
BlueWeave Consulting, 2023, PAR SHIFT S AFR AR V