Customer Integration Through Virtual Reality Implementation: A SWOT Analysis in the Area of Production Systems

Elisa Landmann (), Jana Stolz-Römmermann () and Tobias Günther ()
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Elisa Landmann: Technical University Dresden
Jana Stolz-Römmermann: Technical University Dresden
Tobias Günther: Technical University Dresden

A chapter in Augmented Reality and Virtual Reality, 2020, pp 253-266 from Springer

Abstract: Abstract During the last few years, the use of virtual reality (VR) technologies has become firmly established in large enterprises. In this article, the authors question the potential of implementing VR technologies to improve business to business (B2B) customer integration in the area of production systems. Many companies focus on increasing their customer orientation, and VR applications can provide greater integration into the service creation process. For clarification of the topic, a use case from plant engineering and mechanical engineering is presented. Technical opportunities and the risks of VR implementation for successful customer integration in the given use case are discussed. In addition, the resulting strengths and weaknesses for customer relationship management are shown. The article concludes with an outlook on future research needs.

Keywords: Virtual reality; Production systems; Customer integration; SWOT analysis (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-3-030-37869-1_21

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