IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2023i4p8-17.html
   My bibliography  Save this article

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

    Download full text from publisher

    File URL: https://www.etimm.ase.ro/RePEc/aes/jetimm/2023/JETIMM_V04_2023_83.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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).
    2. 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.
    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)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mohammad Rashed Hasan Polas & Valliappan Raju, 2021. "Technology and Entrepreneurial Marketing Decisions During COVID-19," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(2), pages 95-112, June.
    2. Claudio A. Piga & Graziano Abrate & Giampaolo Viglia & Francesca Canio, 2022. "How the hospitality industry reacts to COVID-19: structural, managerial and tactical factors," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(5), pages 503-516, October.
    3. Leroi-Werelds, Sara & Verleye, Katrien & Line, Nathaniel & Bove, Liliana, 2021. "Value proposition dynamics in response to external event triggers," Journal of Business Research, Elsevier, vol. 136(C), pages 274-283.
    4. Meißner, Martin & Pfeiffer, Jella & Peukert, Christian & Dietrich, Holger & Pfeiffer, Thies, 2020. "How virtual reality affects consumer choice," Journal of Business Research, Elsevier, vol. 117(C), pages 219-231.
    5. Carsten D. Schultz & Björn Gorlas, 2023. "Magic mirror on the wall: Cross-buying at the point of sale," Electronic Commerce Research, Springer, vol. 23(3), pages 1677-1700, September.
    6. Mkedder, Nadjim & Jain, Varsha & Salunke, Parth, 2024. "Determinants of virtual reality stores influencing purchase intention: An interpretive structural modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    7. Qin Liu, 2023. "The Construction of Virtual Practice and Human All-round Development," Asian Social Science, Canadian Center of Science and Education, vol. 19(2), pages 1-34, April.
    8. Raza, Ali & Wasim, Manahil & Ishaq, Muhammad Ishtiaq, 2024. "Virtual reality-based product displays to inspire consumers’ purchase intentions: An experimental study," Journal of Business Research, Elsevier, vol. 175(C).
    9. Eduardo Terán-Yépez & David Jiménez-Castillo & Manuel Sánchez-Pérez, 2023. "The role of affect in international opportunity recognition and the formation of international opportunity beliefs," Review of Managerial Science, Springer, vol. 17(3), pages 941-983, April.
    10. Fu, Yingzhu & Tietz, Matthias A. & Delmar, Frédéric, 2022. "Obsessive passion and the venture team: When co-founders join, and when they don't," Journal of Business Venturing, Elsevier, vol. 37(4).
    11. Kalantari, Saleh & Xu, Tong Bill & Govani, Viraj & Mostafavi, Armin, 2022. "Analyzing the effects of storefront window display transparency on perceived store Attractiveness and Approach behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    12. Mai, Nhat Chi, 2022. "Bibliometric analysis of entrepreneurial marketing during the COVID-19 pandemic," OSF Preprints y8asv, Center for Open Science.
    13. Holdack, Eric & Lurie-Stoyanov, Katja & Fromme, Harro Fabian, 2022. "The role of perceived enjoyment and perceived informativeness in assessing the acceptance of AR wearables," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    14. Gugenishvili, Ilia & Nyström, Anna-Greta, 2023. "Virtual reality and charitable giving – the role of space, presence, and attention," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 277967, International Telecommunications Society (ITS).
    15. Tsung-Hung Lee & Fen-Hauh Jan, 2022. "Development and Validation of the Smart Tourism Experience Scale," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    16. Dandan Ye & Martin J. Liu & Jun Luo & Natalia Yannopoulou, 2024. "How to Achieve Swift Resilience: the Role of Digital Innovation Enabled Mindfulness," Information Systems Frontiers, Springer, vol. 26(2), pages 551-573, April.
    17. Amon Simba & Patient Rambe & Samuel Ribeiro Navarrete & Maria Teresa Palomo Vadillo, 2024. "A technostress–entrepreneurship nexus in the developing world," International Entrepreneurship and Management Journal, Springer, vol. 20(3), pages 2019-2046, September.
    18. Hossain, Mohammad Rokibul & Akhter, Fahmida & Sultana, Mir Misnad, 2022. "SMEs in Covid-19 Crisis and Combating Strategies: A Systematic Literature Review (SLR) and A Case from Emerging Economy," Operations Research Perspectives, Elsevier, vol. 9(C).
    19. Sarah Hudson & Sheila Matson-Barkat & Nico Pallamin & Guillaume Jégou, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Post-Print hal-02159315, HAL.
    20. Sobia Zaman & Asif Khurshid, 2020. "Effect of Escalator Use on Mall Love among Adult Pakistani Visitors," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 16(1), pages 211-237.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2023:i:4:p:8-17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.