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EMAC 2024 Annual


Extended Reality along the B2B Customer Decision Journey – A Perspective of Salespeople and Buying Center Stakeholders
(A2024-119569)

Published: May 28, 2024

AUTHORS

Janina Riether, University of Mannheim; Robin-Christopher Ruhnau, Catholic University of Eichstaett-Ingolstadt; Christian Homburg, University of Mannheim

ABSTRACT

Recently, extended reality (XR) technologies, such as augmented reality and virtual reality, have received a boost in distribution across businesses and society. Drawing on the B2B customer decision journey concept, the authors develop a holistic framework for implementing XR in B2B sales, including promising use cases, potential benefits, and the most pressing challenges. To this end, they conducted a qualitative study comprising 40 B2B salespeople, B2B customers, and XR technology experts. A follow-up quantitative study with 87 salespeople and 220 customers triangulates the results. The findings show that XR technologies have the most significant potential in the consideration and evaluation processes of the customer decision journey. During these processes, using XR enhances the coordination between stakeholders of the buying center, thereby reducing product complexity. Moreover, XR technologies enable product cocreation and offer cross- and upselling possibilities for salespeople.