The playground effect: How augmented reality drives creative customer engagement

Jessen, Alexander; Hilken, Tim; Chylinski, Mathew; Mahr, Dominik; Heller, Jonas; Keeling, Debbie Isobel; Ruyter, Ko de

doi:10.1016/j.jbusres.2020.05.002

Cited by 156 publications

(132 citation statements)

References 61 publications

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“…Customers’ chronic characteristics likely interact with the specifics of the service content, such as the complexity of services, substitutability of service offering(s) with digital content, and whether services are hedonic or utilitarian (e.g., Keeling et al 2019). Focusing on customer and situational characteristics is an important direction for AR research (de Ruyter et al 2020; Jessen et al 2020) because it may reveal how customers respond to AR as an enabler of service automation under the TEEP.…”

Section: Research Agendamentioning

confidence: 99%

Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality

Heller

Chylinski

Ruyter

et al. 2020

Journal of Service Research

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The rise of augmented reality (AR) technology, which overlays digital content to alter customers’ views of a physical service setting, using mobile and wearable computing, drives the digital automation of physical services. In particular, it promises to achieve tangibility even in service encounters delivered in digital formats. However, customer engagement with AR is falling short of expectations. Managers lack an integrated framework of AR service automation and therefore tend to focus on the technology rather than on the process of customer engagement with AR service automation. To address this problem, the current study proposes a technology-enabled engagement process that integrates multiple stages of customer engagement, as a service-centric process. To establish that engagement with AR service automation requires the inclusion of service tangibility, as part of the process, the authors decompose the steps of interactive service engagement, the spatial presence of the service, customers’ emotional and cognitive engagement with the service, and perceived value-in-use, which lead to emergent behavioral forms of engagement.

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Section: Research Agendamentioning

confidence: 99%

Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality

Heller

Chylinski

Ruyter

et al. 2020

Journal of Service Research

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“…Customer cooperation entails the provision of service information, communication with frontline employees, and support and encouragement of creativity and better service. The sense of creative role identity is formed through this cooperation ( Jessen et al, 2020 ). In addition, the associated self-view and self-regulation are also important sources for creative role identity.…”

Section: Theory and Hypothesismentioning

confidence: 99%

“…In addition, the associated self-view and self-regulation are also important sources for creative role identity. With customer cooperation, hotel employees can experience positive behavior from customers and, in response, view and define themselves as more creative ( Jessen et al, 2020 ).…”

Section: Theory and Hypothesismentioning

confidence: 99%

Customer Cooperation and Employee Innovation Behavior: The Roles of Creative Role Identity and Innovation Climates

2021

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Employee innovation behaviors lay the foundation for sharing economies and are of importance to business success, especially for service sector firms such as hotels. This study examines the relationship between customer cooperation and employee innovation behavior (EIB) by focusing on the mediating role of creative role identity and the moderating role of innovation climate. Drawing on resource based theory and role identity theory, we propose that customer cooperation enhances creative role identities and EIB, and the relationship between creative role identities and EIB is stronger when innovation climates are described as “high” rather than “low.” A total of 213 respondents in high star hotel were selected for questionnaire survey in this study. The results indicate that Customer cooperation is positively related to EIB. Customer cooperation positively affects EIB partially through creative role identities and innovation climate strengthens the direct effect of creative role identities on EIB and the indirect effect of customer cooperation on EIB through creative role identities. Theoretical and practical implications were also discussed.

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“…Specifically, past empirical evidence on AR applications in marketing communication indicates that AR advertising can enhance different aspects of consumers' affective responses (Poushneh & Vasquez-Parraga, 2017;Yim et al, 2017). However, previous studies on emotions elicited by consumer experience with AR advertising typically relied solely on retrospective self-reported measures, and hence reported representations of emotions rather than emotions themselves, which in turn may lead to missing important relationships between emotions, advertising type, and purchase outcomes (Jessen et al, 2020;Park & Yoo, 2020;Poncin & Mimoun, 2014;van Esch et al, 2019). Consumer neuroscience methods offer more direct access to the unconscious emotional process that affect customer responses to advertising (Dmochowski et al, 2014;Falk et al, 2012;Venkatraman et al, 2015) and thus may help us uncover relationships that other methods would miss.…”

Section: Introductionmentioning

confidence: 99%

“…First, we contribute to the literature on consumers' responses to AR. In particular, while previous work has investigated issues such as the impact of responsiveness and playfulness of AR on attitude toward a product (Park & Yoo, 2020), the effect of discomfort with AR on attitude toward the brand (van Esch et al, 2019), or the influence of customer engagement with AR on anticipated satisfaction (Jessen et al, 2020), our research investigates the intensity of consumers' emotional responses as a possible mediator of the impact of AR (versus print) advertising on consumers' behavioral intentions. Moreover, building on the processing fluency model, we show that AR (versus print) advertising enhances the ease with which consumers process product-related information, which in turn leads to consumers having more positive emotional responses toward the product/brand.…”

Section: Introductionmentioning

confidence: 99%

The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures

2021

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Despite the growing application of augmented reality in advertising, there is limited understanding about how customers respond to their interaction with the augmented reality advertising and how it differs from a standard paper-based advertising. Augmented reality ads are immersive, interactive, and lifelike, which means they may help companies create an emotional connection with their customers. The authors test if customers would respond in terms of emotional and affective intensity differently to augmented reality versus standard paper-based advertising. The results of two laboratory studies that consider physiological measures of arousal (galvanic skin response), self-reported measure of affect intensity and willingness to pay show that the higher willingness to pay for customers exposed to augmented reality as opposed to standard paper-based ads is driven by the physiological arousal, but not by the self-reported affect intensity and that processing fluency possibly underlies consumer’s enhanced emotional responses toward AR. These results suggest that replacing traditional advertisements with augmented reality advertisements enhances customer physiological responses and willingness to pay, with possible implications on customer segmentation and marketing communication.

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The playground effect: How augmented reality drives creative customer engagement

Cited by 156 publications

References 61 publications

Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality

Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality

Customer Cooperation and Employee Innovation Behavior: The Roles of Creative Role Identity and Innovation Climates

The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures

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