Sensory Marketing Cues and Behavioural Intention: An Application of Stimulus Organism Response Model in the Hospitality Industry of Thailand

Abstract

The main focus of the current study is to investigate the impact of sensory marketing cues, namely visual cues sound cues, and smell cues on the behavioural intentions. The second focus of the study is to investigate the mediating role of customer satisfaction in the relationship between sensory marketing cues and behavioural intentions. Lastly, the moderating role of trust in the relationship between customer satisfaction and behavioural intentions. This study is among the pioneering studies on this issue Employing the survey-based methodology; the SEM-PLS technique is used to test the hypothesized relationships. So, the current study has used SEM-PLS as a statistical tool to answer the research questions raised in this study and research objectives envisaged in the current study. The findings of the study have provided support to the theoretical foundation and the proposed hypothesis of the current study. The data is collected from the internal tourist in Thailand. According to the findings of the study, feelings have an effect on various marketing parameters like selection priority of store, store files, satisfaction from product, service and shopping, need based shopping, pleasure-based shopping, time spent in store and decision-making style of the customer. Moreover, customers preferred to use the products based on their feelings, mental satisfaction and emotions related to the product.

Leisure Guests’ Perceptions of Price and Security: The Case of Awka, Nigeria

“…Others include the online shopping industry (Peng & Kim, 2014) and flea market industry (de Villiers et al, 2017). More importantly, several researchers have applied the S-R model or its extensions in their studies carried out in the hospitality and tourism industry (e.g., Nunthiphatprueksa, 2017;Saengchai, Thaiprayoon & Jermsittiparsert, 2019;Chen, So & Hu, 2021) and particularly the hotel industry (Jani & Han, 2015;Njegus, Zivkovic & Llijevski, 2016;Alipour, Amelshahbaz, Safaeimanesh, Peyravi & Salavati, 2021;Chen, Wang, Lyu & Zhang, 2022;Ogbunankwor et al, 2022;Ogbunankwor et al, 2023). Nevertheless, Kanagal (2016) proposed an extended stimulus-response model of behavioural processes in consumer decision making.…”