A field study on sensory cues and customer revisit intention
نویسندگان
چکیده
Purpose- Along with the changes in consumers’ expectations, marketers have started to trigger senses their marketing activities after realizing effects of on consumer decisions. Sensory become a key tool for retailers keep and gain consumers. Retailers can create store environments where customers feel comfortable through use sensory cues. In this study, influence cues revisit intention is analyzed. Methodology- Restaurant coffee shop businesses are among most appropriate examples offer attractive atmosphere persuade consumers next visit The research conducted respect third-generation stores be able include designed appeal all five senses. data collected via online survey questionnaires analyzed using SPSS 23 statistical package program. Findings- Multiple found effective intention. It revealed that smelling, tasting touching an effect customers’ intention, while sight hearing no effect. Conclusion- This study offers implications third generation by emphasizing tactile, taste olfactory Retail companies increase shopping duration enjoyable experience make them same store. Developing clear positioning strategy help emotional connection improve customer engagement Therefore, benefit from concept as strategic differentiate competitors. Keywords: Retailing, marketing, cues, atmosphere, JEL Codes: M30, M31, M39
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ژورنال
عنوان ژورنال: Journal of Business, Economics and Finance
سال: 2022
ISSN: ['2146-7943']
DOI: https://doi.org/10.17261/pressacademia.2022.1634