 Consumer satisfaction attribute mapping in hospitality industry through ZMETShuvam Chatterjee and Mrinalini Pandey International Journal of Business Innovation and Research, 2019, vol. 20, issue 1, 87-105 Abstract: The paper focuses on understanding brand awareness of consumers from an embedded cognitive state. Consumer's decision making for a brand mainly results from both conscious and non-conscious experiences that a consumer is been exposed to. Consumers preserve these brand knowledge and awareness in a non-conscious level of their mind. Marketers depend upon use of multi-sensory metaphors to bring out that digged-in knowledge. The researcher introduces ZMET as a method to elicitate hidden understanding about a consumer's decision making process by stimulating various human senses and understanding about the attributes that ultimately contributes in consumer decision making. The research would throw light on a qualitative example considering a hospitality industry by identifying the hidden metaphors that contribute in understanding the consumer's satisfaction for experiencing a particular service. This paper concludes with implications mainly for marketers so that they could better identify the decision making factors for consumers in the hospitality industry. Keywords: consumer loyalty; hospitality industry; fragrance marketing; ZMET; relationship patterns; attribute mapping. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:20:y:2019:i:1:p:87-105 Access Statistics for this article More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd |
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