Paper Type
Short
Paper Number
1694
Description
In recent years, the complexity of sales processes has increased dramatically. Trends such as variant-rich production, globalized supply chains, and socio-ecological regulations are challenges that must already be taken into account in sales communication. In complex sales situations, there is a risk that expectations will be disappointed due to inadequate communication. Experiencing critical sales situations with VR as a media-rich technology could help to highlight important aspects and avoid lack of understanding. To investigate how VR can be used to manage expectation disconfirmation in sales, we interviewed 13 participants from an industrial company with complex sales processes and used a grounded theory approach to filter out problematic situation types that foster expectation disappointment between customer and salesperson and to identify relevant strategies to address the problem of expectation disappointment in VR. The findings were generated from a grounded theory method operated on qualitative data.
Recommended Citation
Palombo, Raphael Paul; Weber, Sebastian; and Niehaves, Björn, "VR says a Thousand Words - An Analysis of Expectancy Disconfirmation Treatment with VR in Complex Sales Processes" (2024). PACIS 2024 Proceedings. 2.
https://aisel.aisnet.org/pacis2024/track08_digtech_fow/track08_digtech_fow/2
VR says a Thousand Words - An Analysis of Expectancy Disconfirmation Treatment with VR in Complex Sales Processes
In recent years, the complexity of sales processes has increased dramatically. Trends such as variant-rich production, globalized supply chains, and socio-ecological regulations are challenges that must already be taken into account in sales communication. In complex sales situations, there is a risk that expectations will be disappointed due to inadequate communication. Experiencing critical sales situations with VR as a media-rich technology could help to highlight important aspects and avoid lack of understanding. To investigate how VR can be used to manage expectation disconfirmation in sales, we interviewed 13 participants from an industrial company with complex sales processes and used a grounded theory approach to filter out problematic situation types that foster expectation disappointment between customer and salesperson and to identify relevant strategies to address the problem of expectation disappointment in VR. The findings were generated from a grounded theory method operated on qualitative data.
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