Providing a Framework for VR Functions in the Customer Journey of B2B Businesses
The growing adoption of virtual reality (VR) technology offers substantial opportunities for business-to-business (B2B) enterprises; however, its functions within the customer journey have not been thoroughly examined. This research aims to develop a comprehensive framework that highlights the appli...
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| Format: | Article |
| Language: | English |
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Mashhad: Behzad Hassannezhad Kashani
2025-03-01
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| Series: | International Journal of Management, Accounting and Economics |
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| Online Access: | https://www.ijmae.com/article_216675_bb7714e36b5c3e83f76159af2c887964.pdf |
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| _version_ | 1849700639334989824 |
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| author | Zahra Nikoosefat Rad Pejman Jafary Farid Ahmadi |
| author_facet | Zahra Nikoosefat Rad Pejman Jafary Farid Ahmadi |
| author_sort | Zahra Nikoosefat Rad |
| collection | DOAJ |
| description | The growing adoption of virtual reality (VR) technology offers substantial opportunities for business-to-business (B2B) enterprises; however, its functions within the customer journey have not been thoroughly examined. This research aims to develop a comprehensive framework that highlights the application of VR throughout the customer purchasing journey, addressing the gaps and underutilization of this technology in B2B settings. To accomplish this, a thematic analysis of 37 relevant articles was performed, leading to the identification of six primary functions and 21 subfunctions of VR across different stages of the customer journey. In the pre-purchase stage, VR serves three functions: digital marketing communication, virtual meetings, and product development optimization, alongside nine subfunctions. During the purchase phase, VR functions as a decision support tool. In the post-purchase stage, two functions are identified: training for employees and customers, and optimization of maintenance processes, alongside eleven subfunctions. The findings indicate that VR is particularly effective in the pre-purchase stage, offering valuable implications for researchers, managers, and marketing professionals. By strategically leveraging these identified functions, B2B enterprises can enhance customer satisfaction and improve overall sales performance. |
| format | Article |
| id | doaj-art-33d4081c104f4ad3a463c16ee201aa8e |
| institution | DOAJ |
| issn | 2383-2126 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Mashhad: Behzad Hassannezhad Kashani |
| record_format | Article |
| series | International Journal of Management, Accounting and Economics |
| spelling | doaj-art-33d4081c104f4ad3a463c16ee201aa8e2025-08-20T03:18:12ZengMashhad: Behzad Hassannezhad KashaniInternational Journal of Management, Accounting and Economics2383-21262025-03-0112343647010.5281/zenodo.15092797216675Providing a Framework for VR Functions in the Customer Journey of B2B BusinessesZahra Nikoosefat Rad0Pejman Jafary1Farid Ahmadi2Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, IranDepartment of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, IranDepartment of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, IranThe growing adoption of virtual reality (VR) technology offers substantial opportunities for business-to-business (B2B) enterprises; however, its functions within the customer journey have not been thoroughly examined. This research aims to develop a comprehensive framework that highlights the application of VR throughout the customer purchasing journey, addressing the gaps and underutilization of this technology in B2B settings. To accomplish this, a thematic analysis of 37 relevant articles was performed, leading to the identification of six primary functions and 21 subfunctions of VR across different stages of the customer journey. In the pre-purchase stage, VR serves three functions: digital marketing communication, virtual meetings, and product development optimization, alongside nine subfunctions. During the purchase phase, VR functions as a decision support tool. In the post-purchase stage, two functions are identified: training for employees and customers, and optimization of maintenance processes, alongside eleven subfunctions. The findings indicate that VR is particularly effective in the pre-purchase stage, offering valuable implications for researchers, managers, and marketing professionals. By strategically leveraging these identified functions, B2B enterprises can enhance customer satisfaction and improve overall sales performance.https://www.ijmae.com/article_216675_bb7714e36b5c3e83f76159af2c887964.pdfb2b customer journeysystematic literature reviewthematic analysisvirtual reality |
| spellingShingle | Zahra Nikoosefat Rad Pejman Jafary Farid Ahmadi Providing a Framework for VR Functions in the Customer Journey of B2B Businesses International Journal of Management, Accounting and Economics b2b customer journey systematic literature review thematic analysis virtual reality |
| title | Providing a Framework for VR Functions in the Customer Journey of B2B Businesses |
| title_full | Providing a Framework for VR Functions in the Customer Journey of B2B Businesses |
| title_fullStr | Providing a Framework for VR Functions in the Customer Journey of B2B Businesses |
| title_full_unstemmed | Providing a Framework for VR Functions in the Customer Journey of B2B Businesses |
| title_short | Providing a Framework for VR Functions in the Customer Journey of B2B Businesses |
| title_sort | providing a framework for vr functions in the customer journey of b2b businesses |
| topic | b2b customer journey systematic literature review thematic analysis virtual reality |
| url | https://www.ijmae.com/article_216675_bb7714e36b5c3e83f76159af2c887964.pdf |
| work_keys_str_mv | AT zahranikoosefatrad providingaframeworkforvrfunctionsinthecustomerjourneyofb2bbusinesses AT pejmanjafary providingaframeworkforvrfunctionsinthecustomerjourneyofb2bbusinesses AT faridahmadi providingaframeworkforvrfunctionsinthecustomerjourneyofb2bbusinesses |