Abstract: Although previous studies have established a solid foundation for virtual reality(VR)-based training, they have not focused specifically on its application in banking orits impact on outcomes. To address these shortcomings, this research aims to analysethe effectiveness with VR technology, and specifically, its impact on insurance sales inthe banking industry. The research will also report what kind of user values the VR-based training best or who is most successful in the training. We have run a nonpara-metric analysis and a regression analysis considering training and business indicators,as well as variables that measure employees? characteristics, bank office characteristicsand location. Our findings show that the success in VR training, proxied by the per-centage of questions correctly answered in the training, and employees' satisfactionwith the VR training do not depend on characteristics, such as gender or age, but onthe type and location of the bank's office or on office level. Moreover, those whoattend the training about insurance sales sold more insurance contracts. Our researchwill have important implications for academics and for Learning & Development CEOs, because it has demonstrated the effectiveness of VR training on results and its univer-sality for every kind of employee.
