Value of using augmented reality in organizational settings
Supervisors: Professor Alexander Richter and Dr Stephan Lukosch
Nastaran is a PhD student with a strong research interest in the technology and business sector. Since graduating from UTM university (University Technology Malaysia) in 2013, she has been working as a digital marketing manager in a well-known advertising company in Iran. In addition, she has worked as a business consultant on various marketing and business projects. Nastaran began her PhD in Information Systems in the School of Information Management in 2021 as a recipient of the Victoria Doctoral Scholarship. She is researching the value of using augmented reality in organizational settings. Her firm belief is that the application of innovation, creativity, and passion is necessary for anything that people want success in, and she believes that this is what ensures that academic work has a significant contribution to the community and real-world problems.
Over the last years, the technological advancement of Augmented Reality (AR) has made great progress and AR is increasingly used in various settings. Yet, AR is still often considered experimental - partly due to the missing awareness of use cases and the benefits of using AR. Although the AR systems have become more mature over the years, researchers suggest that the value gained from them has become progressively difficult to isolate, difficult to measure, and challenging to realize. It was therefore in the interest of the authors to investigate the domain of value realization in AR systems. Management, evaluation of benefits and values from AR systems is a recurrent and growing concern in competitive companies, although it is still a poorly explored subject. Despite their benefits, AR systems have not been fully embraced by organizations, and those that have implemented the ARs are not able to justify the benefits of the investment. Therefore, the main purpose of this study is to establish the value realizations for organizations after the implementation of AR. This study addresses the problem at two levels. First, it presents and explores various benefits addressed in previous literature. It systematically reviews research on the impacts of using Augmented Reality in different settings. Second, the study explores how the concept of AR value is viewed among AR experts.
Qualifications and Research interests
Nastaran’s research interests include Customer Relationship Management (CRM), ERP, Augmented Reality, Virtual Reality adoption in organizational settings and use in organizations, information technology business alignments, information systems and the future of work.
Accepted to be published
- Benefits of Using Augmented Reality in Learning Settings: A Systematic Literature Review. Nastaran Mohammadhossein, Alexander Richter, Stephan Lukosch. Forty-Third International Conference on Information Systems, Copenhagen 2022.
- CRM benefits for customers: literature review (2005-2012). N Mohammadhossein, NH Zakaria. International journal of engineering research and applications. 2 (6), 1578-1586.
- Impact of trust on internet banking adoption: a literature review. S Goudarzi, MN Ahmad, SA Soleymani, N Mohammadhosseini. Australian Journal of Basic and Applied Sciences. 7 (7), 334-347.
- A study towards the relation of customer relationship management customer benefits and customer satisfaction. Mohammadhossein, MN Ahmad, NH Zakaria, S Goudarzi. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications. IGI Global, 2015, 1268-1287.
- Benefits of customer relationship management on customer satisfaction: an empirical study. N Mohammadhossein, MN Ahmad, NH Zakaria. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools and Applications. IGI Global, 2018, 1532-1553.
- A study on the CRM customer benefits towards customer satisfaction. N Mohammadhossein. MSc thesis, Universiti Teknologi Malaysia, 2013.