The Impact of VR Technology in Enhancing the Customer Experience of the Paint and Coating Industry in Sri Lanka

Abstract

This study looks at how virtual reality (VR) technology is revolutionizing the paint and coatings sector in Sri Lanka by enhancing the consumer experience. The study tackles the ongoing difficulties consumers encounter when choosing paint colors and finishes, including discontent with results and little interest in conventional selection techniques. This study examines how VR features—immersion, imagination, and multi-sensory interaction—can change customer decision-making and improve satisfaction, trust, and loyalty. It is situated within the larger body of literature on VR applications. The results help close the knowledge gap about how VR technology may meet the requirements of Sri Lankan customers and companies operating in this sector. A structured quantitative research approach was used to accomplish these goals. A poll including 384 respondents who were all at least 18 years old and represented a wide range of demographics was used to gather data. The associations between VR technological features and important consumer experience KPIs were examined using statistical methods. Customers with different degrees of VR technology awareness and engagement were included in the study environment, offering a comprehensive picture of its possible effects. The results show that by offering real-time paint application visuals, virtual reality technology greatly improves consumer decision-making. Customers can experiment with color schemes and finish in simulated settings through immersive virtual reality experiences, which increases consumer happiness and lowers uncertainty. In contrast to other research, this study emphasizes the infrastructure and cultural obstacles to VR integration in Sri Lanka. Limitations including high implementation costs and low consumer awareness continue to prevent widespread adoption despite its transformative potential. The study certain limitation of the study includes the geographically limited nature of the sample, which could only be generated from the western province of Sri Lanka and so would not cut across the diverse groups of consumer tastes in the entire country. Furthermore, the findings generalizability is constrained by the very small sample size and the possible biases introduced by the dependence on self-reported data. These elements emphasize the necessity of more study to confirm the results in larger contexts and environments. The study's theoretical ramifications highlight how crucial it is to include VR technology into customer experience frameworks to improve customer pleasure and loyalty. From a practical standpoint, the results highlight how VR may help paint and coating companies stand out in a crowded market. Future studies should examine how cultural and regional differences impact VR adoption as well as the scalability of VR applications in related industries.