Research Article
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Year 2022, Volume: 9 Issue: 3, 105 - 114, 30.09.2022
https://doi.org/10.17261/Pressacademia.2022.1634

Abstract

References

  • Chebat, J. C. and Michon, R. (2003). Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories, Journal of Business Research, 56, 7, 529-539.
  • Erenkol, A.D. ve Ak, M. (2015). Sensory Marketing. Journal of Administrative Sciences and Policy Studies, 3(1), 1-26.
  • Gebarowski, M. and Wojcik, A. C. (2015). Polarization of an ecological dimension of sustainable consumption using sensorymarketing. Journal of Agribusiness and Rural Development, 3(37), 379–386.
  • Jacob, C., Stefan, J. and Gueguen, N. (2014). Ambient scent and consumer behavior: a field study in a florist’s retail shop. The International Review of Retail, Distribution and Consumer Research, 24(1), 116–120.
  • Hultén, B. (2011). Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23, 256-273.
  • Hume, M., Mort, G.S. and Winzar, H. (2007). Exploring repurchase intention in a performing arts context: who comes and why do they come back? International Journal of Nonprofit and Voluntary Sector Marketing, 12(3), 135-148.
  • Hussain, S. (2018). Brand image and customer loyalty through sensory marketing strategies - a study on international fast food chain restaurants, International Journal of Management Studies, 2(7), 32-39.
  • Jacob, C., Stefan, J. ve Gueguen, N. (2014). Ambient scent and consumer behavior: a field study in a florist’s retail shop. The International Review of Retail, Distribution and Consumer Research, 24(1), 116–120.
  • Klaus, P.and Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Market Research 55(2), 227-246.
  • Kotler, P. (2010). Marketing Management, Millenium Edition, Prentice Hall, Upper Saddle River, New Jersey.
  • Kotler, P. (1974). Atmospherics as a marketing tool, Journal of Retailing, 49(4), 48-64.
  • Krishna, A. (2012). An integrative review of sensory marketing: engaging the senses to affect perception, judgement and behavior. Journal of Consumer Psychology, 22, 332-351
  • Lindstrom, M. (2005). Broad Sensory Branding. Journal of Product and Brand Management, 14(2), 84-87.
  • Mehrabian, A. (1981). Silent Messages - Implicit Communication of Emotions and Attitudes, Wadsworth Publishing Company, Belmont, CA.
  • Meyer, C. and Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-127.
  • Helmefalk, M. (2019). Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing. Journal of Consumer Marketing. 36(2), 253-263.
  • Krishna, A. (2010). Sensory marketing: Research on the sensuality of products. New York, Routledge.
  • Nakip, M. and Yaraş, E. (2016). Pazarlama Araştırmalarına Giriş, 5.Baskı, Ankara, Seçkin Yayıncılık.
  • Parasuraman, A., Zeithaml, V. A., and Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
  • Peck, J. and Wiggins, J. (2006). It just feels good: customers’ affective response to touch and its influence on persuasion, Journal of Marketing,70, 56–69
  • Peck, J. and Childers, T. L. (2003). To have and to hold: the influence of haptic information on product judgments. Journal of Marketing, 67(2), 35- 48.
  • Randhir, R., Latasha, K., Tooraiven, P. and Monishan, B. (2016). Analyzing the impact of sensory marketing on consumers: a case study of KFC. Journal of US-China Public Administration, 13(4), 278-292.
  • Simha, S. (2020). Study of sensory marketing strategies in retailing business, Advances in Economics. Business and Management Research,149, 34-38.
  • Spence, C, Puccinelli,N. M., Grewal, D. and Roggeveen, A. L. (2014). Store atmospherics: a multisensory perspective. Psychology and Marketing, 31(7), 472-488.
  • Twycross, A. and Shields, L. (2004). Validity and reliability - What's it all about? Part 2 Reliability in quantitative studies. Pediatric Nursing, 16(9), 28-36.

A FIELD STUDY ON SENSORY CUES AND CUSTOMER REVISIT INTENTION

Year 2022, Volume: 9 Issue: 3, 105 - 114, 30.09.2022
https://doi.org/10.17261/Pressacademia.2022.1634

Abstract

Purpose- Along with the changes in consumers’ expectations, marketers have started to trigger the senses in their marketing activities after
realizing the effects of senses on consumer decisions. Sensory marketing activities have become a key tool for retailers to keep and gain
consumers. Retailers can create store environments where their customers feel comfortable through the use of sensory cues. In this study, the
influence of sensory marketing cues on revisit intention of customers is analyzed.
Methodology- Restaurant and coffee shop businesses are among the most appropriate examples to offer attractive store atmosphere to persuade
consumers for the next visit The research is conducted with respect to third-generation coffee stores to be able to include sensory cues designed
to appeal to all five senses. The data collected via online survey questionnaires are analyzed using SPSS 23 statistical package program.
Findings- Multiple sensory cues are found to be effective on revisit intention. It is revealed that the smelling, tasting and touching cues have an
effect on customers’ revisit intention, while sensory cues of sight and hearing have no effect.
Conclusion- This study offers implications to third generation coffee stores by emphasizing tactile, taste and olfactory cues. Retail companies can
use sensory cues to increase consumers’ shopping duration in the store with an enjoyable experience and make them revisit the same store.
Developing a clear positioning strategy can help them to create an emotional connection with their customers and improve customer engagement
to the store. Therefore, companies can benefit from the sensory marketing concept as a strategic tool to differentiate them from their competitors.

References

  • Chebat, J. C. and Michon, R. (2003). Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories, Journal of Business Research, 56, 7, 529-539.
  • Erenkol, A.D. ve Ak, M. (2015). Sensory Marketing. Journal of Administrative Sciences and Policy Studies, 3(1), 1-26.
  • Gebarowski, M. and Wojcik, A. C. (2015). Polarization of an ecological dimension of sustainable consumption using sensorymarketing. Journal of Agribusiness and Rural Development, 3(37), 379–386.
  • Jacob, C., Stefan, J. and Gueguen, N. (2014). Ambient scent and consumer behavior: a field study in a florist’s retail shop. The International Review of Retail, Distribution and Consumer Research, 24(1), 116–120.
  • Hultén, B. (2011). Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23, 256-273.
  • Hume, M., Mort, G.S. and Winzar, H. (2007). Exploring repurchase intention in a performing arts context: who comes and why do they come back? International Journal of Nonprofit and Voluntary Sector Marketing, 12(3), 135-148.
  • Hussain, S. (2018). Brand image and customer loyalty through sensory marketing strategies - a study on international fast food chain restaurants, International Journal of Management Studies, 2(7), 32-39.
  • Jacob, C., Stefan, J. ve Gueguen, N. (2014). Ambient scent and consumer behavior: a field study in a florist’s retail shop. The International Review of Retail, Distribution and Consumer Research, 24(1), 116–120.
  • Klaus, P.and Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Market Research 55(2), 227-246.
  • Kotler, P. (2010). Marketing Management, Millenium Edition, Prentice Hall, Upper Saddle River, New Jersey.
  • Kotler, P. (1974). Atmospherics as a marketing tool, Journal of Retailing, 49(4), 48-64.
  • Krishna, A. (2012). An integrative review of sensory marketing: engaging the senses to affect perception, judgement and behavior. Journal of Consumer Psychology, 22, 332-351
  • Lindstrom, M. (2005). Broad Sensory Branding. Journal of Product and Brand Management, 14(2), 84-87.
  • Mehrabian, A. (1981). Silent Messages - Implicit Communication of Emotions and Attitudes, Wadsworth Publishing Company, Belmont, CA.
  • Meyer, C. and Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-127.
  • Helmefalk, M. (2019). Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing. Journal of Consumer Marketing. 36(2), 253-263.
  • Krishna, A. (2010). Sensory marketing: Research on the sensuality of products. New York, Routledge.
  • Nakip, M. and Yaraş, E. (2016). Pazarlama Araştırmalarına Giriş, 5.Baskı, Ankara, Seçkin Yayıncılık.
  • Parasuraman, A., Zeithaml, V. A., and Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
  • Peck, J. and Wiggins, J. (2006). It just feels good: customers’ affective response to touch and its influence on persuasion, Journal of Marketing,70, 56–69
  • Peck, J. and Childers, T. L. (2003). To have and to hold: the influence of haptic information on product judgments. Journal of Marketing, 67(2), 35- 48.
  • Randhir, R., Latasha, K., Tooraiven, P. and Monishan, B. (2016). Analyzing the impact of sensory marketing on consumers: a case study of KFC. Journal of US-China Public Administration, 13(4), 278-292.
  • Simha, S. (2020). Study of sensory marketing strategies in retailing business, Advances in Economics. Business and Management Research,149, 34-38.
  • Spence, C, Puccinelli,N. M., Grewal, D. and Roggeveen, A. L. (2014). Store atmospherics: a multisensory perspective. Psychology and Marketing, 31(7), 472-488.
  • Twycross, A. and Shields, L. (2004). Validity and reliability - What's it all about? Part 2 Reliability in quantitative studies. Pediatric Nursing, 16(9), 28-36.
There are 25 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Gizem Harıtaoglu This is me 0000-0002-1303-8687

Alp Tuna Korkmaz This is me 0000-0002-6340-5211

Sebnem Burnaz This is me 0000-0002-4845-4031

Publication Date September 30, 2022
Published in Issue Year 2022 Volume: 9 Issue: 3

Cite

APA Harıtaoglu, G., Korkmaz, A. T., & Burnaz, S. (2022). A FIELD STUDY ON SENSORY CUES AND CUSTOMER REVISIT INTENTION. Journal of Management Marketing and Logistics, 9(3), 105-114. https://doi.org/10.17261/Pressacademia.2022.1634

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