Guest article by Jonas Heller, Chris Hinsch, Reto Felix, and Philipp A. Rauschnabel.
The essence of the 4C Framework
Augmented Reality (AR) has emerged as a transformative force in customer engagement by providing a dimension where digital and physical realms converge. In Augmented Reality, a computing device integrates virtual content into a consumer’s perception of the real world in a specific context.
The 4C Framework is a framework designed to facilitate AR research and practice which delineates the interplay between Consumer, Content, Context, and Computing device. This framework is especially relevant for service research because it lays out a comprehensive lens for analysing and improving service interactions and consumer experiences. This holistic approach shifts the paradigm from a product-centric to a consumer-centric view, underscoring the importance of personalized experiences. By considering consumers’ individual traits, such as demographics and AR familiarity, and aligning them with contextually relevant and engaging content delivered through the appropriate computing devices, service providers can systematically explore this technology and elevate the customer experience to unprecedented levels.
Consumer: Modern marketing posits consumers as active participants in the cocreation of value, and this is most obvious in the services arena. Individual differences among consumers affect how they engage with AR, and demographic variables like age, gender, and income, as well as trait and state factors such as openness to experience and neuroticism play a significant role in how consumers experience AR. For instance, a consumer’s personality can influence their preferences for AR content and their choice of computing device.
Example: In service research, understanding the consumer aspect can help tailor AR experiences in retail, such as virtual try-on applications, ensuring they align with the target demographic’s preferences and technological comfort levels.
Content: Content is categorized into utilitarian, hedonic, and social dimensions, each playing a role in AR engagement. Utilitarian content provides practical value, hedonic content offers entertainment, and social content facilitates interaction either between humans or between a user and a bot or responsive application.
Example: For an educational service, utilitarian content might include interactive AR textbooks that enhance learning, while social content could encourage collaborative learning experiences among students in virtual environments. A game designed to engage multiple students in educational material may straddle the social and hedonic dimensions.
Context: This refers to the physical, situational, and social environment in which the AR experience takes place. The context influences how content is perceived and how effectively the computing device can deliver the AR experience. Context impacts all areas of AR from what consumers perceive to how any specific element of content will likely be interpreted by the consumer.
Example: AR is currently used in several tourism applications (both remote and in a specific physical location) where either the physical context itself, such as a historical site, or cues and elements (i.e., sounds, lighting changes, etc.) can enrich the visitor’s experience by improving immersive storytelling or information overlays that enhance the application’s educational value.
Computing Device: The type of device used to access AR content can significantly affect the user experience. This includes stationary devices, mobile devices, and wearables, each with its advantages and limitations.
Example: In healthcare services, wearable AR devices could assist surgeons with real-time, hands-free information during procedures, while mobile devices might be better suited for patient education services. Stationary devices like virtual mirrors may be limited to retail applications like apparel or make-up.
The key point of this framework is that the interplay of the 4Cs determines the quality and effectiveness of AR experiences from the consumer’s perspective. Importantly, the framework builds on two key assumptions: First, the 4Cs represent categories of variables that scholars and managers have to refine for their individual purposes. Second, the framework specifically emphasizes different configurations (i.e., “recipes”) of combinations of the 4Cs. For example, using an Apple Vision Pro headset (computing device) for entertainment purposes (content) might be accepted by extraverts (consumers) on a train (context). An intraverted person, on the other hand, might prefer to use the same content on the same device in a private, personal context with no other people around. An introvert might feel uncomfortable attracting the attention of strangers with a novel, futuristic-looking device.
For service research, considering each aspect carefully (both in isolation and in terms of how it might impact other dimensions) can lead to more engaging and valuable consumer interactions. For instance, a well-designed AR app for a furniture store (content) that considers the user’s home environment (context), caters to the user’s style preferences (consumer), and is accessible on commonly used smartphones (computing device) can significantly enhance the service experience and potentially increase sales of the service provider, as well as service provider loyalty or patronage.
Synthesizing Engaging Experiences
In an age where digital experiences are often dismissed as ephemeral or less valuable, the 4C Framework champions the creation of synthesized experiences that seamlessly blend utility with hedonic consumer benefits. These experiences defy the boundaries of reality, offering consumers new ways to explore products and services. For example, several AR applications allow users to visualize furniture in their homes before purchase, providing a utilitarian benefit that transcends traditional shopping. Similarly, AR in educational services can enhance student engagement, enabling students to interact with complex subjects in a deep and visually rich way. In healthcare, AR applications can aid in patient recovery by offering therapeutic virtual experiences that complement or enhance traditional treatments.
Navigating the new 4C framework to aid a paradigm shift
Leveraging the advantages of AR requires a paradigmatic shift in thinking to embrace the 4C Framework, and the high touch nature magnifies this in service delivery. The key lies in not only enhancing customer engagement through immersive experiences but also acknowledging and addressing the challenges posed by the interplay of all four key variables. As AR technology continues to advance, service providers must address important issues such as user privacy, data security, and the ethical use of both AR and the vast data that it will produce. A robust strategy that balances innovation with consumer well-being will be paramount in realizing the full potential of AR in services.
A call to action
The rapid evolution of AR technology calls for a proactive stance from service researchers and practitioners. The 4C Framework provides a structured approach to developing AR experiences that are meaningful, engaging, and value-adding. It is an invitation to reimagine customer engagement through the lens of AR, ensuring that these experiences are not only captivating but also ethically sound and socially beneficial. Service researchers should embrace AR research as a new channel of service delivery, and a new era in customer engagement. The integration of the 4C Framework into service design and delivery will be crucial in shaping a future where augmented experiences affect service delivery in meaningful ways.
Jonas Heller
Department of Marketing and Supply Chain Management
Maastricht University School of Business and Economics.
Reto Felix
Robert C. Vackar College of Business and Entrepreneurship
The University of Texas Rio Grande Valley
Chris Hinsch
Seidman College of Business
Grand Valley State University
Philipp A. Rauschnabel
Professor of Digital Marketing and Media Innovation
Universität der Bundeswehr München
Reference: Rauschnabel, P. A., Felix, R., Heller, J., & Hinsch, C. (2024). The 4C framework: Towards a holistic understanding of consumer engagement with augmented reality. Computers in Human Behavior, 154, 108105.
Photo credit: UNIBOA.
