• español
  • English
  • français
  • Deutsch
  • português (Brasil)
  • italiano
    • español
    • English
    • français
    • Deutsch
    • português (Brasil)
    • italiano
    • español
    • English
    • français
    • Deutsch
    • português (Brasil)
    • italiano
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Listar

    Todo UVaDOCComunidadesPor fecha de publicaciónAutoresMateriasTítulos

    Mi cuenta

    Acceder

    Estadísticas

    Ver Estadísticas de uso

    Compartir

    Ver ítem 
    •   UVaDOC Principal
    • PRODUCCIÓN CIENTÍFICA
    • Departamentos
    • Dpto. Organización de Empresas y Comercialización e Investigación de Mercados
    • DEP53 - Artículos de revista
    • Ver ítem
    •   UVaDOC Principal
    • PRODUCCIÓN CIENTÍFICA
    • Departamentos
    • Dpto. Organización de Empresas y Comercialización e Investigación de Mercados
    • DEP53 - Artículos de revista
    • Ver ítem
    • español
    • English
    • français
    • Deutsch
    • português (Brasil)
    • italiano

    Exportar

    RISMendeleyRefworksZotero
    • edm
    • marc
    • xoai
    • qdc
    • ore
    • ese
    • dim
    • uketd_dc
    • oai_dc
    • etdms
    • rdf
    • mods
    • mets
    • didl
    • premis

    Citas

    Por favor, use este identificador para citar o enlazar este ítem:http://uvadoc.uva.es/handle/10324/39057

    Título
    Dual effect of sensory experience: engagement versus diversive exploration
    Autor
    Antón Martín, María del CarmenAutoridad UVA Orcid
    Camarero Izquierdo, María CarmenAutoridad UVA Orcid
    Lashkova, Margarita
    Año del Documento
    2019
    Editorial
    Emerald
    Descripción
    Producción Científica
    Documento Fuente
    International journal of retail and distribution management
    Resumen
    Purpose. The objective of this work is to examine the dual effect of sensory experiences on customer behaviour in the context of retailing. Based on the theoretical framework of the optimal stimulation level theory, the authors propose that sensory experiences reinforce satisfaction, engagement, and loyalty, but increase customers’ diversive exploration and curiosity for other experiences and may eventually led to reduced loyalty. Design/methodology/approach. A self-administrated online questionnaire was distributed via email to 1,000 households in a Spanish town, and 325 usable responses of supermarket customers were collected. The hypothesized relationships were tested using the partial least squares approach. The analysis is extended with an experiment in online fashion stores that explores whether a varied sensory experience reinforces consumers’ diversive exploration. Sixty-eight students participated in the study. Hierarchical regression analysis is performed to analyse the results of the experiment. Findings. Findings support the notion that a pleasant sensory experience increases customer satisfaction and therefore their engagement and behavioural loyalty (exclusivity) towards the retailer whilst also generating more ambitious consumer expectations vis-à-vis the shopping experience and thus encouraging them to search for new retailers and, so, to be less loyal. Research implications. This research warns of the risk of increasing customers’ expectations and reducing their loyalty; hence indicating that satisfaction is not enough. Retailers should consider offering new experiences and so surprising customers every so often by attempting to curtail the effect of satiation or over-arousal. Originality/value. The novelty of this study is the proposal of a twofold effect of sensory experience on loyalty; a positive effect, through satisfaction, and a negative effect, through the search for new experiences.
    Materias (normalizadas)
    Consumidores - Conducta
    Marketing - Investigación
    Fidelización
    Materias Unesco
    5311.05 Marketing (Comercialización)
    Palabras Clave
    Experiencia sensorial
    Exploración diversificada
    Revisión por pares
    SI
    Patrocinador
    Junta de Castilla y León (proyecto VA112P17)
    Ministerio de Economía, Industria y competitividad (proyecto ECO2017-86628-P)
    Propietario de los Derechos
    Emerald
    Idioma
    eng
    URI
    http://uvadoc.uva.es/handle/10324/39057
    Tipo de versión
    info:eu-repo/semantics/submittedVersion
    Derechos
    openAccess
    Aparece en las colecciones
    • DEP53 - Artículos de revista [97]
    Mostrar el registro completo del ítem
    Ficheros en el ítem
    Nombre:
    7. Dual effect of sensory experience engagement versus diversive exploration.pdf
    Tamaño:
    693.4Kb
    Formato:
    Adobe PDF
    Descripción:
    Artículo principal
    Thumbnail
    Visualizar/Abrir
    Attribution-NonCommercial-NoDerivatives 4.0 InternacionalLa licencia del ítem se describe como Attribution-NonCommercial-NoDerivatives 4.0 Internacional

    Universidad de Valladolid

    Powered by MIT's. DSpace software, Version 5.10