ESCAPING THE SERVICESCAPE INTO A VIRTUAL REALITY – CREATING CUSTOMER VALUE THROUGH TELEPRESENCE

Daniel Zimmermann,Eva-Cosmea Fuhrmann 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Virtual reality is the extension of every major technology we already use today (Manjoo, 2014). Barnes, Mattsson, and Hartley (2015) argue that VR is a significant new environment for experiential customer service interactions as well as a recreational activity. It is capable of blurring the boundaries between the consumer’s virtual and physical environment (Schlosser, Mick, & Deighton, 2003). In other words, in our fitness context where people enter a VR while performing a core body workout, VR is capable of blurring the boundaries between physical servicescape and virtual service environment created. In our study we answer the question which reality is predominantly perceived by the customers and which implications that has for service providers. Previous scholars focused on the evaluation of customer’s presence and perception of the physical servicescape (Baker, Levy, & Grewal, 1992; Bitner, 1992; Wakefield & Blodgett, 1999) and demonstrated the impact of cues on post-consumption constructs like emotion, customer satisfaction or service quality (Hooper, Coughlan, & R. Mullen, 2013; Reimer & Kuehn, 2005; Wall & Berry, 2007). We extend that knowledge by analysing the potential of simultaneous presence in both the physical and virtual environments. Psychological immersion into the virtual world, or in other words, escape from the servicescape into the virtual environment will both be dominant over the physical servicescape and generate additional value to the users (Holbrook, 1994; Innocenti, 2017; Yee, 2006). To address the research question, we used sports equipment which allows the survey participant to virtually fly through the Rocky Mountains while performing a workout (ICAROS). The data was generated using a questionnaire which was answered after the workout. The data shows a direct positive relationship between telepresence and escapism, supporting (a) the theory that people predominantly perceive the VR as their actual reality during the service consumption (i.e. workout) and (b) that escaping the servicescape supports participants overall desire to escape from reality, which in turn has a positive impact on participants’ functional and emotional evaluation of the service. These results contribute to a rising research interest in the use of VR in a service environment and offers great potential to practitioners on how an application of VR technology may enhance service experience and subsequently increase customer satisfaction by changing the servicescape at low cost.

HERE AND THERE – BRIDGING THE PSYCHOLOGICAL DISTANCE BETWEEN SERVICE PROVIDER AND CUSTOMER THROUGH VIRTUAL REALITY

Daniel Zimmermann 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Virtual Reality (VR) is no longer only a buzzword, but pronounced to be the next revolutionary platform after PCs and smartphones (Bellini et al., 2016). Up to this point research on VR has been primarily focusing on virtual product experiences (e.g.Klein, 2003; Li, Daugherty, & Biocca, 2002) or brand experiences (e.g.Van Kerrebroeck, Brengman, & Willems, 2017), whereas no research using a VR in conjunction with service concepts or provider-consumer relationships could be found. However, with service characteristics such as intangibility and a high uncertainty in purchase decisions the new technology could prove very useful in supporting customers in their purchase decisions (Lovelock & Wirtz, 2011). VR is able to simulate the consumption more similar and closer to a direct experience than other media and is hence be able to support the customer in his decision decision. Furthermore, and induced by the feeling of telepresence or spatial presence customers are transported to the virtually created service environment and hence enabled to familiarize with the service and connect with the service provider prior to the actual consumption (Balasubramanian, Konana, & Menon, 2003). The theoretical foundation lies with the Construal Level Theory (CLT) and the concept of psychological distance. As Trope and Liberman (2010) induce, objects that are closer to one’s direct experience (low psychological distance) are mentally construed on a lower (more concrete) level and thus perceived with a lower psychological distance or in other words close from the self, here, and now (Liberman & Trope, 1998; Trope & Liberman, 2010). The study at hand shows a direct positive relationship between the level of telepresence and the participants’ construal level, enabling service providers to reduce the level of psychological distance to their consumers with the help of VR. Further, the positive relationship between construal level and participants’ level of trust, risk and perceived firm knowledge could be proven as significant with the data at hand. This is both supporting and extending the existing literature (Darke, Brady, Benedicktus, & Wilson, 2016; Edwards, Lee, & Ferle, 2009). The results contribute to an increasing interest of the potential of construal level theory application in a service environment and offer great potential for service practitioners to reduce psychological distance to their customers and in the following increase trust and reduce risk, both being very central challenges when it comes to the purchase decision for services.

In vitro Stability of Heat Shock Protein 27 in Serum and Plasma Under Different Pre-analytical Conditions: Implications for Large-Scale Clinical Studies

Matthias Zimmermann,Denise Traxler,Elisabeth Simader,Christine Bekos,Benjamin Dieplinger,Mitja Lainscak,Hendrik Jan Ankersmit,Thomas Mueller 대한진단검사의학회 2016 Annals of Laboratory Medicine Vol.36 No.4

The effects of storage temperatures, repeated freeze-thaw cycles, or delays in separating plasma or serum from blood samples are largely unknown for heat shock protein 27 (HSP27). We evaluated (1) the imprecision of the HSP27 assay used in this study; (2) the in vitro stability of HSP27 in blood samples stored at 4°C for up to 6 hr with immediate and delayed serum/plasma separation from cells; and (3) the in vitro stability of HSP27 in blood samples stored at -80°C after repeated freeze-thaw cycles. The ELISA to detect HSP27 in this study showed a within-run CV of <9% and a total CV of <15%. After 4-6 hr of storage at 4°C, HSP27 concentrations remained stable when using serum tubes irrespective of sample handling, but HSP27 concentrations decreased by 25-45% when using EDTA plasma tubes. Compared with baseline HSP27, one freeze-thaw cycle had no effect on serum concentrations. However, plasma concentrations increased by 3.1-fold after one freeze-thaw cycle and by 7.3-fold after five freeze-thaw cycles. In conclusion, serum is an appropriate biological sample type for use in epidemiological and large-scale clinical studies.

극초단 레이저 펄스에 의한 투명 재료의 첨단 용접

F. Zimmermann,M. Jenne,D. Grossmann,A. Grubera,M. Kumkar 한국레이저가공학회 2021 Laser Solutions Vol.24 No.8

극초단 레이저 펄스에 의한 투명 소재의 용접이 최근에 특히 주목을 받고 있다. 짧은 펄스폭은 면적 내에서 유리를 국부적인 개질 영역을 만들 수 있는 반면 높은 펄스 반복률의 펄스에서 펄스로의 열을 축적하여 국부적인 응용 현상을 초래한다. 재 응고 후 접착제 등 추가 재료없이 강력하게 접합이 가능하다. 특히 이종 소재 유리에서도 강한 파괴 강도로 용접될 수 있으며, 용접 심 또한 가스 밀도가 높고 장기적으로도 안정적이다. 그러나 산업의 응용 분야에서는 높은 생산 속도를 요구한다. 공정 속도를 높이려면 레이저 열을 시간 및 공간적으로 조정하기 위한 맞춤화가 필요하다. 짧은 레이저 펄스 열 (Pulse train)을 사용하면 소위 버스트를 통해 유도 응력을 줄이거나 재분배하여 용접된 샘플의 용접 강도를 높일 수 있다. 사용된 레이저 파라미터 외에도, 표면 품질과 최종 간격(Gap)은 산업용으로서의 레이저 용접에 결정적인 문제를 제기한다. 이 프레임워크에서 시분할 펌프 프로브 측정은 용접 심의 진화, 특히 공정 개발을 촉진하는 샘플 사이에 용융 이동을 분석하는 데 사용된다. 편광 광학으로 시간 분해 펌프 프로브 설정을 확장하면 달성 가능한 파괴 강도를 최적화하기 위해 필요로 하는 레이저 유도 응력을 정량적으로 연구할 수도 있다.

Rescued from the Nation: Anagarika Dharmapala and the Buddhist World, by Steven Kemper. Chicago and London: The University of Chicago Press, 2015. x + 503 pp. (ISBN: 978-0-226-19907-8)

Henry ZIMMERMANN(서평자) 동국대학교 불교문화연구원 2020 International Journal of Buddhist Thought & Cultur Vol.30 No.1

Du commentaire à la création

( Laurent Zimmermann ) 한국프랑스어문교육학회 2012 한국프랑스어문교육학회 학술대회자료집 Vol.2012 No.-

Challenges for the European Law Institute

Reinhard Zimmermann 全南大學校 法律行政硏究所 2011 법학논총 Vol.31 No.2

Lehrphasenmodell fur den fremdsprachlichen Grammatikunterricht

( Gunther Zimmermann ) 한국독어독문학교육학회 1989 獨語敎育 Vol.7 No.-

극초단 레이저 펄스를 이용한 투명재료의 고급용접

F. Zimmermann,M. Jenne,D. Grossmann,M. Kumkar 한국레이저가공학회 2019 Laser Solutions Vol.22 No.21

Comparative Studies on the Relative Efficacy of DL-methionine and Liquid Methionine Hydroxy Analogue in Growing Pigs

B. Zimmermann,R. Mosenthin,M. Rademacher,P. B. Lynch,E. Esteve-Garcia 아세아·태평양축산학회 2005 Animal Bioscience Vol.18 No.7

A study consisting of 3 trials was designed to assess the relative biological efficacy of DL-methionine (DL-Met) in comparison to liquid methionine hydroxy analogue (MHA-FA) in growing pigs. In trial I a basal diet was supplemented with three graded levels of DL-methionine (0.25, 0.50 and 0.75 g/kg) or liquid MHA-FA (0.0285, 0.0570 and 0.0855 g/kg) on equimolar basis. The basal diet contained 18.3% CP, 0.22% Met and 0.51% Met+Cys, which is below the methionine requirement for weaned pigs between 10 and 20 kg BW according to NRC (1998) but adequate in all other essential nutrients and energy. Using an exponential model, the efficacy of the two methionine sources was estimated from nitrogen retention data obtained in 42 piglets with an initial BW between 11.0 kg (Exp. 1) and 11.7 kg (Exp. 2). In trials II and III, with a total of 192 and 96 pigs, and with an initial BW of 10.6 and 21 kg, respectively, growth response criteria were assessed to determine if in agreement with previous studies in pigs and poultry a biological effectiveness of about 65% on average could be confirmed for liquid MHA-FA in comparison to DL-met. Based on N-retention (trial I) the biological efficacy of liquid MHA-FA on a weight-to-weight basis was calculated to be 62% relative to DL-met. Basically, these results were confirmed using growth response criteria as measures; the results of trial II and III revealed no significant differences in growth performance and feed conversion between treatments indicating that 100 parts of liquid MHA-FA can be replaced by 65 parts of DL-met.