Computer-simulated environments in the commercial sector: enhancing customer experience through 3d spherical image technology

Abstract

In today's rapidly evolving business landscape, organisations seek innovative ways to enhance customer experiences and gain deeper engagement. The global pandemic drove the demand for immersive technologies, leading to the emergence of computer-simulated virtual environments as a promising solution. This study aimed to investigate the utilisation of such virtual environments in the commercial sector, with a specific focus on leveraging 3D Spherical Image Technology to enhance the overall customer experience. The study thereby explored user engagement in virtual reality experiences, where integrated marketing communication (IMC) is seen as an additional advantage, enhancing customer experience. The exploration of the enhancement of user engagement in immersive settings was the primary impetus of this study. This investigation examined consumer participation in virtual reality experiences in commercially relevant computer-simulated virtual settings. The research problem relates to a knowledge gap for immersive access to virtual spaces, in which customers can have a viewing experience that is nearly identical to that of real life, and businesses can seize an opportunity to embed integrated digital marketing material through computer-simulated and virtual/immersive spaces. Spherical photography technology, namely three-dimensional 360-degree cameras, has the potential to play a significant role. This knowledge gap relates to the potential role of immersive technology in enhancing customer engagement through the seamless integration of embedded digital communication. After analysis of requirements, this interpretive research project designed, developed, implemented and evaluated a computer-simulated business environment through the implementation of a systematic and pragmatic approach that involves the generation of artifacts, utilisation of iterative techniques, and application of build and evaluate methodologies. Evaluation steps included semi-structured interviews conducted among a selection of experienced participants. To do this, a qualitative research approach was used to examine participants’ experiences, perceptions, and views. This approach was the ideal way to comprehend user participation in virtual reality environments. Qualitative data analysis of interview transcript data yielded seven informative themes linked to four research questions. These themes offer valued recommendations to theoretical and practical stakeholders and decision-makers, suggesting projects worthy of future research. Four research questions and associated objectives addressed valuable insights and effective approaches for businesses to harness the captivating potential of virtual reality. The findings of this study have the potential to contribute to transforming customer experiences, offering new opportunities for development and adaptability in an ever-changing business landscape. The study created and evaluated a computer-simulated business environment through iterative and pragmatic artifact generation. It simultaneously emphasised the significant demand for immersive technology and its potential in enhancing customer engagement through embedded digital communication. Moreover, the research explored the role of technology, particularly 3D Spherical Image Technology, in transforming marketing strategies and driving user engagement in virtual reality environments. While recognising the importance of marketing in business success, this study primarily concentrated on user engagement within virtual reality environments. Additionally, the study investigated the impact of 3D Spherical Image Technology on marketing strategies and user engagement during the COVID-19 pandemic.