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Enhancing customers’ positive responses: Applying sensory marketing to the hotel website

정미영|Seonjeong (Ally) Lee|오해문
한국마케팅과학회 (Korean Scholars of Marketing Science)|2018.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제28권 제1호|pp. 68-85|DOI https://doi.org/10.1080/21639159.2017.1410772

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키워드

emotion情感trust信任Sensory marketingbrand relationship normreview typetransportation theorybrand experience感官营销品牌关系规范评价类型运输理论品牌体验
주제분류경영학

초록

Sensory marketing enables visualization of intangible services, helping to promote customers’ future hotel experiences. This study investigates how sensory information, brand relationships, and review types affect customers’responses in the context of the hotel industry. Customers’response types include narrative persuasion, experiential, emotional, and cognitive responses. Conducting two 2 × 2 scenario- based between-subjects experiments with previous hotel customers in the US, Study 1 confirms the effect of brand relationships on story- format sensory information that promote customers’ transportation experience, brand experience, and emotional responses. Study 2 also identifies effects of review types on story-format sensory information that enhance customers’transportation experience, brand experience, and trust. Results inform theoretical contributions and practical implications to promote customers’ future experiences.

Abstract

Sensory marketing enables visualization of intangible services, helping to promote customers’ future hotel experiences. This study investigates how sensory information, brand relationships, and review types affect customers’responses in the context of the hotel industry. Customers’response types include narrative persuasion, experiential, emotional, and cognitive responses. Conducting two 2 × 2 scenario- based between-subjects experiments with previous hotel customers in the US, Study 1 confirms the effect of brand relationships on story- format sensory information that promote customers’ transportation experience, brand experience, and emotional responses. Study 2 also identifies effects of review types on story-format sensory information that enhance customers’transportation experience, brand experience, and trust. Results inform theoretical contributions and practical implications to promote customers’ future experiences.

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