Prioritizing Virtual Reality Functions in the B2B Customer Journey Using the Fuzzy SWARA Method
Subject Areas : ICT
زهرا نیکوصفت راد
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پژمان جعفری
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فرید احمدی
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Abstract :
In the last decade, the increasing diffusion of virtual reality technology in the B2B sector has created new and unique values along the customer journey. Therefore, businesses have realized the need to exploit the functions of this technology more and better to remain competitive and meet the new needs and expectations of customers. Since implementing virtual reality in the customer journey requires a lot of time and money, it is necessary to prioritize its functions in the stages of the customer journey. Therefore, the present study was conducted with the aim of prioritizing the functions of virtual reality during the customer journey of B2B businesses. For this purpose, the identified functions were ranked using expert opinion and the fuzzy SWARA method. The results of this study showed that in the pre-purchase stage, digital marketing communications, product development optimization, and virtual meetings were ranked first to third, respectively. Given that VR only had one function in the purchase phase, it was not ranked for this phase, and in the post-purchase phase, employee and customer training and maintenance optimization ranked first and second, respectively. Business leaders can leverage these insights to improve their marketing strategies, especially in the pre-purchase and post-purchase phases, where VR’s ability to deliver immersive product experiences significantly enriches customer understanding and builds trust.