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Erschienen in:
The Effect of Service Modularity on Flexibility in the Digital Age – An Investigation in the B2B Context Kapitel lesen Erstes Kapitel lesen

2018 | OriginalPaper | Buchkapitel

Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services

verfasst von : Osmo Mattila, Tuure Tuunanen, Jani Holopainen, Petri Parvinen

Erschienen in: Exploring Service Science

Verlag: Springer International Publishing

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Abstract

Virtual, augmented, and mixed reality technologies allow creation of powerful customer experiences and illustrative demonstrations especially in use cases that benefit from spatial visualizations. Our study focuses on the natural resource management sector and digitalizing of consultative selling process. More specifically, we look at how to improve customer engagement with the use of virtual reality (VR) and thus digitally scale consultative selling. In this process, a VR application is used to demonstrate various management operations and their economic results. Design research methodology is applied to a pre-development phase and three application development iterations between 2016 and 2018. Data consists of user interviews and video observations (N = 129) during various development iterations and three application development plans. The results show that VR offers an emotionally engaging and illustrative tool in consultative selling. Further, it opens a novel way for interaction between the salesperson and customer and possibilities to scale consultative selling digitally, emphasizing the role of trust.

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Vorheriges Kapitel Bringing Design Science Research to Service Design
Nächstes Kapitel Designing Value Co-creation with the Value Management Platform
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Metadaten
Titel
Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services
verfasst von
Osmo Mattila
Tuure Tuunanen
Jani Holopainen
Petri Parvinen
Copyright-Jahr
2018
Buch
Exploring Service Science

Print ISBN: 978-3-030-00712-6

Electronic ISBN: 978-3-030-00713-3

Copyright-Jahr: 2018

DOI
https://doi.org/10.1007/978-3-030-00713-3_29