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Computer-Simulated Environments in the Commercial Sector: Enhancing Customer Experience through 3D Spherical Image Technology

Author

Listed:
  • Marco PESTANA

    (Cape Peninsula University of Technology)

  • Johannes CRONJE

    (Cape Peninsula University of Technology)

Abstract

This build and test study investigated the use of immersive environments in the commercial sector, focusing on 3D Spherical Image Technology to enhance the customer experience and explored user engagement in virtual reality experiences, in the context of integrated marketing communication (IMC). A 3D immersive shop was developed and tested on seven people with marketing experience to determine customer satisfaction. Seven themes emerged from the interview data: Pandemic challenges, design challenges, design improvement, safety during the pandemic, accessibility, business growth and efficiency. Four themes emerged for further research: Effectiveness and Impact of immersive marketing, technical considerations, business strategies and adaptation, and social media and consumer behavior.

Suggested Citation

  • Marco PESTANA & Johannes CRONJE, 2023. "Computer-Simulated Environments in the Commercial Sector: Enhancing Customer Experience through 3D Spherical Image Technology," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(4), pages 8-17, December.
    • Handle: RePEc:aes:jetimm:v:1:y:2023:i:4:p:8-17
    as

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    References listed on IDEAS

    as
    1. Morrish, Sussie C. & Jones, Rosalind, 2020. "Post-disaster business recovery: An entrepreneurial marketing perspective," Journal of Business Research, Elsevier, vol. 113(C), pages 83-92.
    2. Murnieks, Charles Y. & Cardon, Melissa S. & Haynie, J. Michael, 2020. "Fueling the fire: Examining identity centrality, affective interpersonal commitment and gender as drivers of entrepreneurial passion," Journal of Business Venturing, Elsevier, vol. 35(1).
    3. Francesca Bonetti & Gary Warnaby & Lee Quinn, 2018. "Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 119-132, Springer.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Immersive environments; 3D Spherical Image Technology; customer experience; user engagement; integrated marketing communication.;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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