Customer Integration Through Virtual Reality Implementation: A SWOT Analysis in the Area of Production Systems

  • Elisa LandmannEmail author
  • Jana Stolz-Römmermann
  • Tobias Günther
Part of the Progress in IS book series (PROIS)


During the last few years, the use of virtual reality (VR) technologies has become firmly established in large enterprises. In this article, the authors question the potential of implementing VR technologies to improve business to business (B2B) customer integration in the area of production systems. Many companies focus on increasing their customer orientation, and VR applications can provide greater integration into the service creation process. For clarification of the topic, a use case from plant engineering and mechanical engineering is presented. Technical opportunities and the risks of VR implementation for successful customer integration in the given use case are discussed. In addition, the resulting strengths and weaknesses for customer relationship management are shown. The article concludes with an outlook on future research needs.


Virtual reality Production systems Customer integration SWOT analysis 



The present paper is part of an interdisciplinary research project. The authors are grateful to the Sächsische Aufbaubank, Germany and the European Social Fund for their sponsorship of this research.


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Elisa Landmann
    • 1
    Email author
  • Jana Stolz-Römmermann
    • 1
  • Tobias Günther
    • 2
  1. 1.Faculty of Business Economics, esp. MarketingTechnical University DresdenDresdenGermany
  2. 2.Faculty of Media DesignTechnical University DresdenDresdenGermany

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