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

Seonjeong (Ally) Lee, Miyoung Jeong and Haemoon Oh

Journal of Global Scholars of Marketing Science, 2018, vol. 28, issue 1, 68-85

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.

Date: 2018
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DOI: 10.1080/21639159.2017.1410772

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