Browsing by Subject "Marketing sensorial"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Publication
    Open Access
    El marketing olfativo en el nuevo hotel experiencial: un estudio a través de las opiniones del sector hotelero y su clientela
    (Servicio publicaciones. Universidad de Murcia, 2023) Rubio Gil, Ángeles; Fernández de Alarcón Roca, Belén; González Arnedo, Esther Alicia
    El odomarketing es un área del marketing sensorial de interés para cubrir expectativas de salubridad, seguridad y confort en un sector que debe lidiar con comentarios en redes y agencias online, muy críticos con aspectos sensoriales como el olor. En esta investigación, se trata su marco teórico, aplicativo y prospectivo, a través del análisis bibliográfico, la modelización y el análisis empírico cualitativo con entrevistas a expertos y la opinión de los consumidores en OTAs de Trivago y Tripadvisor, para conocer su influencia en la identidad corporativa hotelera en España y en la decisión de compra. Por último, se propone un nuevo modelo de alojamiento experiencial bajo estas premisas: el “Wellness Hotel ́.
  • Thumbnail Image
    Publication
    Open Access
    The impact of sensory marketing on customer loyalty in private sports clubs: Using perceived value as the mediating variable
    (Universidad de Murcia. Servicio de publicaciones, 2021) Soleimani, Majid; Ahmadi, Sirus; Akbar Zohrehvand, Ali
    The purpose of this research was to investigate the effect of sen-sory marketing on customer loyalty of private sports clubs, with the medi-ating role of perceived value. The sample was composed of 385 people (18 to 65 years old) who attended private sports clubs in Tehran in 2019. The three instruments used were: Sensory Marketing Questionnaire, Perceived Value Questionnaire, Behavioral and Attitudinal Loyalty Questionnaire. The data analysis showed that sensory marketing through perceived value can be effective in the behavioral and attitudinal loyalty of customers of pri-vate fitness clubs. Therefore, the managers of sports clubs should go beyond measuring customer satisfaction and the quality of services provided and focus on customer loyalty, because the key to attract and retain customers is to improve their positive attitude towards sports service providers.