Aanleiding : Het vakgebied Customer Experience is de laatste jaren enorm in ontwikkeling. Organisaties zien de toegevoegde waarde van een positieve klantbeleving. Voor commerciële organisaties kan een positieve klantbeleving leiden tot meer tevreden klanten die loyaler zijn naar de organisatie, meer bereid zijn de organisatie aan te bevelen (NPS) en minder gevoelig zijn voor prijs. Voor organisaties in de publieke sector kan een goede klantbeleving daarnaast leiden tot een beter imago en meer vertrouwen in de organisatie. Omdat klantbeleving een steeds belangrijker plek inneemt op de agenda van organisaties heeft het lectoraat Marketing en Customer Experience in 2021 besloten om een onderzoek te doen naar de toekomst van het vakgebied customer experience. Het belangrijkste doel van dit onderzoek was om duidelijk te krijgen hoe deze toekomst er mogelijk uit komt te zien en wat hiervan uiteindelijk de consequenties zijn voor nader onderzoek, onderwijs en de beroepspraktijk.
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The interplay between sound and vision is a key determinant of human perception. With the development of Virtual Reality (VR) technologies and their commercial applications, there is emergent need to better understand how audio-visual signals manipulated in virtual environments influence perception and human behaviour. The current study addresses this challenge in simulated VR environments mirroring real life scenarios. In particular, we investigated the parameters that might enhance perception, and thus VR experiences when sound and vision are manipulated. A VR museum was created mimicking a real art gallery featuring Japanese paintings. Participants were exposed to the gallery via Samsung Gear VR, head mounted display, and could freely walk in. To half of the participants newly composed music clips were played, during the VR gallery visit. The other participants were exposed to the same environment, but no music was played (control condition). The results showed that music played altered the way people are engaged in, perceive and experience the VR art gallery. Opposite to our expectation, the VR experience was liked more when no music was played. The naturalness and presence were perceived to be relatively high, and did not differ significantly depending on whether music was played or not. Regression modelling further explored the relationship between the parameters hypothesised to influence the VR experiences. The findings are summarised in a theoretical model. The study outcomes could be implemented to successfully develop efficient VR applications for art and entertainment.
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Abstract Background Visuospatial neglect (VSN) is a cognitive disorder after stroke in which patients fail to consciously process and interact with contralesional stimuli. Visual Scanning Training (VST) is the recommended treatment in clinical guidelines. At the moment, several mixed reality versions of Visual Scanning Training (VST) are being developed. The aim of this study was to explore the opinions of end-users (i.e., therapists) on the use of Virtual Reality (VR) and Augmented Reality (AR) in VSN treatment. Methods Therapists played one VR and two AR Serious Games, and subsequently flled out a questionnaire on User Experience, Usability, and Implementation. Results Sixteen therapists (psychologists, occupational, speech, and physiotherapists) played the games, thirteen of them evaluated the games. Therapists saw great potential in all three games, yet there was room for improvement on the level of usability, especially for tailoring the games to the patient’s needs. Therapists’ opinions were comparable between VR and AR Serious Games. For implementation, therapists stressed the urgency of clear guidelines and instructions. Discussion Even though VR/AR technology is promising for VSN treatment, there is no one-size-fts-all applicability. It may thus be crucial to move towards a plethora of training environments rather than a single standardized mixed reality neglect treatment. Conclusion As therapists see the potential value of mixed reality, it remains important to investigate the efcacy of AR and VR training tools.
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Virtual reality (VR) has enjoyed a steep growth in awareness in society in recent years and is considered a promising tool for the design and enhancement of experiences. However, as research and use cases in the hospitality context are expanding rapidly, it is crucial to define a clearer research direction that aligns the number of scattered studies across various fields. It is time to overcome the boundaries of the technological dimension and explore methods for purposeful VR design. This research note calls for more user-centric VR studies and developments to define the future direction of VR implementations in the hospitality and tourism industry. To achieve this, the authors recommend the use of design methodology with a focus on the first steps in the design process to clearly identify and understand customers' needs and desires independent of VR technology.
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With a growing interest in immersive technologies to elevate digital spectating experiences, Virtual Reality (VR) is viewed by many academics and industry actors as the future of esport spectatorship. The majority of the esport fans are the same group that show interest in immersive technologies as VR. This group is, therefore, expected to accept the technology and adopt it in their spectating experience. However, given the fact that this target group is mostly used to utilize interactive VR for gaming purposes, it is not clear how they would experience a passive non-interactive VR experience, and to what extent the technology could contribute to enhancing their viewing experience. This study compared two versions of the same summary recording of the livestream of an esport competition: a 2D version and a VR version: 92 participants watched the esport competition either on a 2D screen or in VR, then they had to answer questions regarding their experience. Compared to 2D, the VR experience scored higher on immersion, presence, social presence, emotional contagion, and enjoyment. This paper confirms the potential of VR to efficiently enhance the digital spectating experiences of esports, while highlighting the need for more research in how to produce the content to best fit VR and increase VR adoption intention.
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Virtual Reality (VR) experience escapes allow individuals to spend hours on end in immersive virtual environments and interact with content in a world that is providing shelter and illusion of an alternative reality – the metaverse. Discussions on possible risks have largely remained limited to usability challenges, while only a few studies reflect on social, psychological and physical implications this immersive technology exposes and the considerations consumers and businesses need to take. This paper critically reviews literature on escapism to discuss issues in the design and employment of virtual reality consumer experience escapes. Key issues relating to VR experience escapes and resulting effects on consumer health and well-being are discussed, emphasizing needed consumer-centered research and design. Future considerations include (1) Self-indulgent escapism through VR consumer experiences, (2) Ethical considerations in the design of VR consumer experience escapes, and (3) Purposeful design of VR consumer experiences escapes. A sequential research agenda is presented that integrates antecedents of VR experience escapes that connect to three main future research streams; designing purpose-driven VR consumer experience escapes, complementing methodologies for VR consumer experience research, and meaningful VR consumer experience escapes.
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This demo is the first outcome of the research project VR for Diversity. The theoretical backgrounds for the project are shortly discussed and the concept for Amelia’s Dream is presented. Amelia’s Dream is a VR experience that is filmed using volumetric video capture technology, in which a young woman shares some of her dreams and concerns, relating to issues of gender equality. Focusing on how parasocial and physical interaction may impact the persuasive effects of VR, the research plan shortly elaborates on how the installation will be used for experimental studies into the possibilities of VR as a perspective shifter.
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Shima Rezaei Rashnoodi (Project lead Universidad de Monterrey) & Marnix S. van Gisbergen (Project Lead), Felipe Lega (Animation), Guillermo Enrique Lavin Montero (Art).
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Immersive technologies are redefining and revolutionizing the staging of experiences and co-creation of value, implicating the management of customer experiences. However, limited studies have looked at the role of immersive technologies as part of the customer experience management (CXM) process. Incorporating the concepts of experience economy and value co-creation, this study proposes a dynamic CXM framework that highlights the emerging field of immersive technologies like augmented and virtual reality as part of business and marketing research. The framework acts as a guide for researchers and industry practitioners to initiate immersive technology ventures that are rooted in the co-creation and management of customer experiences
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Virtual reality (VR) is transforming leisure as a digital alternative to traditional (physical) experiences. Yet, few studies have directly compared VR leisure experiences to physical leisure experiences. This experimental study addresses this gap by comparing emotional responses elicited during a physical theme-park dark ride and its VR counterpart in a real-life leisure setting. A total of 145 participants experienced the ride in one of three conditions: the physical ride, its VR counterpart with social interaction, or the VR ride in isolation. Emotional responses were measured through real-time skin conductance and post-ride self-reports. Results indicate that the physical ride elicited stronger emotional responses, higher evaluations, and greater intentions to recommend and revisit. Additionally, the VR ride with social interaction was more arousing than the isolated VR ride and more closely resembled the physical experience. These findings highlight the importance of social interactions in enhancing the emotional impact of VR leisure experiences.
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