Student Research Symposium Program Portal: Submission #205

Abstract The rise of new technologies has given headway to the use of new 3D technologies, such as Virtual Reality (VR) and Augumented Reality (AR), in the architectural field, affecting client perspective on building plans. Various studies have been conducted around the world on the use and effect these extended reality technologies on architectural clients. These studies have consistently found a positive correlation between this immersive and interactive technology and rising client satisfaction with design plans. However, data might be limited due to the nature of extended reality technology relatively new integration in the architectural field. The implications of previous studies on the effect of these technologies on client satisfaction deserve to be explored further. Understanding the effects of these technologies in customer satisfaction is significant mainly to architectural firms. Higher client satisfaction rates lead to client retention, referrals, and a stronger reputation in the firm’s community through the word of mouth of the clients. With the increasing competitive market, customer satisfaction is a key differentiator to set an architect apart from other competitors.