Impact of augmented reality application in enhancing the operational performance of select industry verticals

Disruptive innovation theory demonstrates a powerful way of thinking about innovation-driven growth. The paper’s contribution is to study the impact of augmented reality application in enhancing the operational performance of selected sectors. In this study, retailing, construction, and health-care sectors have been selected to analyze the operational performance. Industry architecture plays an enormous role in determining an organization’s structure,processes, and business strategy. The study used Data Envelopment Analysis (DEA) technique to analyze the critical factors that can be impacted through augmented reality application. The study carefully selected various decision-making units to supplement the DEA model to differentiate the efficiency of critical factors in there tail, construction, and healthcare sectors. The study applies the CCR model to obtain the output-oriented analysis to increase scalar efficiency impact estimation. The study identified output factors such as service quality, critical analysis, convenience, accessibility, resource estimation, sales volume, and interaction that impacted organizations’ operational performance in the healthcare, construction, and retail sectors by augmented reality application. The study concludes with suggestions and future directions on enhancing the output in the future, more specifically based on the application of augmented reality using data envelopment analysis.