The Impact of Augmented reality on Customer Satisfaction Area of Application: Ikea Store

Abstract

Technology has become very important as it affected every aspect of our life through the past decades. It became so powerful in changing perspectives, creating ideologies and connecting the whole world. Uncountable ways, modern technology has transformed our lives. It has an impact on how people interact with each other, learn things, and think (BAŞYAZICIOĞLU, 2018). Technology has changed everything in our lives nowadays. There is a lot of modern technology to keep track of, that it might be difficult to adapt with. All of these new technologies are intended to simplify your life. This power has also affected the productivity of firms or companies (Grewal, 2020). Recently it has been noticed that technology is highly integrated with marketing. Some technologies are being designed nowadays just to enhance the customer’s experience and overall satisfaction. One of the most popular technologies used in marking is the augmented reality (Poushneh & Vasquez, 2017). Taking into account comprehensive retail strategy and a rise in the multichannel component of purchasing, customers currently don’t distinguish between channels (offline and online); some people prefer e-commerce, while others go for shopping in traditional stores. Although, no doubt that online shopping nowadays is in the non-stop growing phase worldwide. And the reason behind all the things happening in it is to increase the customers’ satisfaction. There has been always a debate between the physical shopping and online one due to the absence of direct product encounters in online and satisfying the needs and wants of the customer. But this research will be supporting the online experience for the customer and not just that but also enhancing it through the technology that is called augmented reality (AR) to reconcile the gap between physical and online shopping (Cuomo et al., 2020).