Augmented and virtual reality in managing B2B customer experiences

IF 7.8 1区 管理学 Q1 BUSINESS
Désirée A.C. Wieland , Björn S. Ivens , Elizaveta Kutschma , Philipp A. Rauschnabel
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Abstract

Augmented reality (AR) and virtual reality (VR) are promising approaches that B2B companies consider to be part of their customer experience management. However, this area is largely unexplored academically, resulting in a lack of theory and practical guidance. Based on existing customer experience and AR/ VR literature, we anticipate that these technologies can expand touchpoints in the customer journey, enhancing the experiences of professionals involved in purchasing activities by providing them with empowerment and support. Consequently, we applied exploratory, theory-building research to identify and organize current industry practices into a coherent framework and theorize their role in shaping customer experiences. For example, current marketing use cases include project and product visualization, event-based engagement, remote support, and employee training, and are particularly employed in the early stages of the customer journey. We also identified several benefits related to branding, relationships, transactions, costs, and sustainability. The theoretical contribution of our study extends the current understanding of the role of AR and VR in B2B customer experience management. It provides practical insights for B2B marketing professionals on the strategic deployment of AR and VR technologies to enhance customer experiences based on real-world examples.

管理 B2B 客户体验的增强现实和虚拟现实技术
增强现实(AR)和虚拟现实(VR)是 B2B 公司认为很有前途的客户体验管理方法。然而,学术界对这一领域大多未加探索,导致缺乏理论和实践指导。根据现有的客户体验和 AR/ VR 文献,我们预计这些技术可以扩展客户旅程中的接触点,通过为参与采购活动的专业人士提供授权和支持来增强他们的体验。因此,我们采用了探索性的理论构建研究,以确定当前的行业实践,并将其组织到一个连贯的框架中,从理论上阐明它们在塑造客户体验方面的作用。例如,当前的营销用例包括项目和产品可视化、基于事件的参与、远程支持和员工培训,尤其是在客户旅程的早期阶段。我们还发现了一些与品牌、关系、交易、成本和可持续性相关的益处。我们研究的理论贡献扩展了目前对 AR 和 VR 在 B2B 客户体验管理中作用的理解。它为 B2B 营销专业人员提供了基于真实案例的 AR 和 VR 技术战略部署的实用见解,以增强客户体验。
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来源期刊
CiteScore
17.30
自引率
20.40%
发文量
255
期刊介绍: Industrial Marketing Management delivers theoretical, empirical, and case-based research tailored to the requirements of marketing scholars and practitioners engaged in industrial and business-to-business markets. With an editorial review board comprising prominent international scholars and practitioners, the journal ensures a harmonious blend of theory and practical applications in all articles. Scholars from North America, Europe, Australia/New Zealand, Asia, and various global regions contribute the latest findings to enhance the effectiveness and efficiency of industrial markets. This holistic approach keeps readers informed with the most timely data and contemporary insights essential for informed marketing decisions and strategies in global industrial and business-to-business markets.
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