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Brand Experience via Mobile AR App Marketing Read chapter Read first chapter

2020 | OriginalPaper | Chapter

Customer Integration Through Virtual Reality Implementation: A SWOT Analysis in the Area of Production Systems

Authors : Elisa Landmann, Jana Stolz-Römmermann, Tobias Günther

Published in: Augmented Reality and Virtual Reality

Publisher: Springer International Publishing

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Abstract

During the last few years, the use of virtual reality (VR) technologies has become firmly established in large enterprises. In this article, the authors question the potential of implementing VR technologies to improve business to business (B2B) customer integration in the area of production systems. Many companies focus on increasing their customer orientation, and VR applications can provide greater integration into the service creation process. For clarification of the topic, a use case from plant engineering and mechanical engineering is presented. Technical opportunities and the risks of VR implementation for successful customer integration in the given use case are discussed. In addition, the resulting strengths and weaknesses for customer relationship management are shown. The article concludes with an outlook on future research needs.

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previous chapter Open Source Augmented Reality Applications for Small Manufacturing Businesses
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Metadata
Title
Customer Integration Through Virtual Reality Implementation: A SWOT Analysis in the Area of Production Systems
Authors
Elisa Landmann
Jana Stolz-Römmermann
Tobias Günther
Copyright Year
2020
Publisher
Springer International Publishing
Book
Augmented Reality and Virtual Reality

Print ISBN: 978-3-030-37868-4

Electronic ISBN: 978-3-030-37869-1

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-37869-1_21

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