Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

By Tim Hilken, Ko de Ruyter, Mathew B. Chylinski, Dominik Mahr, Debbie I. Keeling. Journal of the Academy of Marketing Science, 2017

571 citations recorded by the source corpus.

Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy of service augmentation to enhance customers’ online service experiences. Drawing on situated cognition theory, the authors show that AR-based service augmentation enhances customer value perceptions by simultaneously providing simulated physical control and environmental embedding. The resulting authentic situated experience, manifested in a feeling of spatial presence, functions as a mediator and also predicts customer decision comfort. Furthermore, the effect of spatial presence on utilitarian value perceptions is greater for customers who are disposed toward verbal rather than visual information processing, and the positive effect on decision comfort is attenuated by customers’ privacy concerns.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5dc28310de206575dedab6ac720cf844a35d639d

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Citations in the corpus

How Technology is Changing Retail (2021, background): “Hoyer et al. (2020) propose and iscuss a new framework for understanding the effect of techology on the customer experience.”
The influence of flow experience in the augmented reality context on psychological ownership (2021, background): “Recent research on psychological ownership mainly focuses on the fields of informational systems, digital content, artifacts, and virtual environments (Hilken et al. 2017).”
Frontline Service Technology infusion: conceptual archetypes and future research directions (2019, background): “More precisely, technology may enhance human thinking, analysis and behavior and thus work in tandem with human actors to boost their ability to interact with other human actors (Hilken et al. , 2017).”
What is XR? Towards a Framework for Augmented and Virtual Reality (2022, unknown): “…(Berryman, 2012), tourism (Yin et al., 2021; tom Dieck & Han, 2019), manufacturing (Schein & Rauschnabel, 2021), marketing (Chylinski et al., 2020; Hilken et al., 2017, 2020; Heller et al., 2019a, 2019b; Tan et al., 2021; Hoffman et al., 2022; Scholz & Duffy, 2018; Rauschnabel et al., 2022),…”
Digital technologies: tensions in privacy and data (2022, background): “In addition, these technologies enable firms to monetize data because they enhance customer interactive experiences (Hilken et al., 2017); they allow marketers to build increasingly intimate customer relationships, as in the examples of Sephora ’ s virtual product try-on or Facebook ’ s social VR…”
We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships (2018, background): “, Javornik, 2016a; Scholz and Smith, 2016), several quasi-experimental and experimental studies (e.g., Beck and Crié, 2018; Hilken et al., 2017; Hopp and Gangadharbatla, 2016; Javornik, 2016b; Poncin and Mimoun, 2014; Poushneh, 2018; Poushneh and Vasquez-Parraga, 2017a, 2017b; Yaoyuneyong et al., 20”
Transforming the Customer Experience through New Technologies (2020, background): “AR does so by creating an add-on and interactive experience of a real-world environment through computer-generated displays, thereby creating more interactive, vivid, and richer experiences for consumers (Hilken, de Ruyter, Chylinski, Mahr, & Keeling, 2017; Yim, Chu, & Sauer, 2017).”
The future of social media in marketing (2019, background): “These developments are supported by academic research suggesting that AR often provides more authentic (and hence positive) situated experiences (Hilken et al. 2017).”