Managing omni-customer brand experience via augmented reality

Cuomo, Maria Teresa; Tortora, Debora; Festa, Giuseppe; Ceruti, Francesca; Metallo, Gerardino

doi:10.1108/qmr-11-2017-0142

Cited by 24 publications

(11 citation statements)

References 65 publications

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“…According to plethora of research studies, such experiences can have an impact on the customer's positive relationship with the organisation (Prentice et al, 2020a). Digital payment methods, virtual reality, and augmented reality are the technologies that are strengthening the consumer-brand bond (Cuomo et al, 2020, Jiang et al, 2021. Augmented reality in particular, is an innovative media that integrates virtual content into customer's perception for instance furniture planner application allows you to see the furniture in your home (Rese et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

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Engaging the customer with augmented reality and employee services to enhance equity and loyalty

Butt

Ahmad²,

Ali³

et al. 2023

IJRDM

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PurposeThis study aims to understand customer equity and loyalty using augmented reality (AR) and employee services in a physical retail environment. The current study investigated how customers’ experiences with AR-based and employee service affect their satisfaction, equity and loyalty.Design/methodology/approachA conceptual framework was developed by reviewing AR and employee services literature. The Smart PLS-SEM technique was used to test the responses of 620 Chinese respondents empirically.FindingsThe findings provided valuable insights into AR and employee services in a physical retail environment. Customers are more inclined to use AR services in the current business climate.Research limitations/implicationsThis study’s sample was drawn from a single city, with a total of 620 respondents, which may not be a complete representation of China as a whole. As a result, the results may not be generalizable to a single city.Practical implicationsRetail brand managers should emphasize implementing innovative technologies in the physical retail environment to retain and attract customers. Pandemic consumers are opting for innovative technologies as part of their shopping experience due to changes in business models.Originality/valueThe researchers recognized AR and employee services as innovative domains in physical retail stores because they can increase sales, customer equity and loyalty. As a result, the framework results are precious to practitioners interested in implementing such innovative technologies for retail stores.

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Section: Introductionmentioning

confidence: 99%

“…, 2020). Digital payment methods, virtual reality and AR are the technologies that strengthen the consumer-brand bond (Cuomo et al. , 2020; Jiang et al.…”

Section: Introductionmentioning

confidence: 99%

Engaging the customer with augmented reality and employee services to enhance equity and loyalty

Butt

Ahmad²,

Ali³

et al. 2023

IJRDM

View full text Add to dashboard Cite

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“…Authors Example of research question TAM 15 Butt et al, 2022;Chen et al, 2022;Cuomo et al, 2020;de Silva et al, 2019;Do et al, 2020;Erra et al, 2018;Jiang et al, 2019;Lee et al, 2017;McLean & Wilson, 2019;Park & Stangl, 2020;Phuthong, 2022;Perannagari & Chakrabarti, 2019;Plotkina & Saurel, 2019;Watson et al, 2020 "Investigate whether AR-based VTO tools are more effective than pictures of human models in the m-commerce setting." (Plotkina & Saurel, 2019, p. 363) Experience economy (four realms) 10…”

Section: Number Of Articlesmentioning

confidence: 99%

Augmented reality in marketing: Conceptualization and systematic review

Massa

Ladhari

2023

Int J Consumer Studies

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This systematic review of the literature focuses on the use of AR and its impacts in the marketing area. It provides a multidisciplinary, up‐to‐date synthesis of the literature and an exhaustive classification of AR. Through the use of the SPAR‐4‐SLR protocol, 148 articles were selected for analysis. The study has three main objectives. First, it reports the key characteristics (distribution by year, publication outlets, etc.), theoretical models, and methodologies used in this research domain. Second, it suggests a classification of the types of AR according to their triggers and the object of the augmentation (self vs. external). Third, it proposes a framework that presents (1) the AR features and attributes and the AR use experience; (2) the cognitive, affective, and social mediators; and (3) the outcomes of these experiences. Key moderators (types of AR, types of products, individual characteristics, etc.) are also discussed. Using the TCCM framework (theories, context, characteristics, and methodologies), this study offers several future research avenues and highlights the importance of considering the effects of the different types of AR. Finally, it offers pointers for managers on how to develop efficient AR solutions and how these can be used to reduce a company's carbon footprint.

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“…The popularity of AR is swiftly becoming an established research domain. Starting from education research [25] up to marketing research [8], [26], [27]. But still, slightly some research about Augmented Reality in food and beverage.…”

Section: B Augmented Reality In Foodmentioning

confidence: 99%

Intention to Adopt Online Food Delivery Using Augmented Reality Mobile Apps: A Perspective of SOR Framework

Khosasih¹,

Lisana²

2023

Int. J. Adv. Sci. Eng. Inf. Technol.

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Globally, the COVID-19 pandemic has affected all sectors, including the food and beverage industry. The pandemic has changed customers' behavior from dine-in services to online food ordering systems. Technology advancements make ordering food easier with Online Food Delivery (OFD) service. However, before buying food online, consumers require a physical assessment to decide to buy the food or beverage. Augmented Reality (AR) is a popular technology to show 3D virtual elements. Meanwhile, the stimulusorganism-response (SOR) framework can be used to analyze consumers' behavior. More specifically, the SOR model has been used to evaluate the user's behavior intention to accept online shopping apps. However, in the OFD context, there is a lack of research investigating the customer's intention to use the AR app based on the SOR perspective. This study aims to assess the factors influencing consumers' intention to adopt augmented reality apps. 52 AR OFD app customers participate in this study. Partial Least Square-Structural Equation Modeling (PLS-SEM) and SMARTPLS 3 was used to analyze the research model. This study evaluated from measurement and structural model. The measurement model using factor loading, Composite Reliability (CR), Average Variance Extracted (AVE), and heterotrait-monotrait (HTMT) ratio. The structural model assessed the variance inflation factor (VIF), R2, path coefficient (β), f2, and p-value. The results showed the significance of food image on hedonic, utilitarianism, and perceived informativeness. Furthermore, hedonism was the only determinant that positively influenced the customers' intention to use the AR OFD apps.

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Managing omni-customer brand experience via augmented reality

Cited by 24 publications

References 65 publications

Engaging the customer with augmented reality and employee services to enhance equity and loyalty

Engaging the customer with augmented reality and employee services to enhance equity and loyalty

Augmented reality in marketing: Conceptualization and systematic review

Intention to Adopt Online Food Delivery Using Augmented Reality Mobile Apps: A Perspective of SOR Framework

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