Dual effect of sensory experience: engagement versus diversive exploration

Producción Científica

Detalhes bibliográficos
Autores: Antón Martín, María del Carmen, Camarero Izquierdo, María Carmen, Lashkova, Margarita
Formato: artículo
Estado:Versión enviada para evaluación y publicación
Fecha de publicación:2019
País:España
Recursos:Universidad de Valladolid
Repositorio:UVaDOC. Repositorio Documental de la Universidad de Valladolid
OAI Identifier:oai:uvadoc.uva.es:10324/39057
Acesso em linha:http://uvadoc.uva.es/handle/10324/39057
Access Level:acceso abierto
Palavra-chave:Consumidores - Conducta
Marketing - Investigación
Fidelización
Experiencia sensorial
Exploración diversificada
5311.05 Marketing (Comercialización)
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spelling Dual effect of sensory experience: engagement versus diversive explorationAntón Martín, María del CarmenCamarero Izquierdo, María CarmenLashkova, MargaritaConsumidores - ConductaMarketing - InvestigaciónFidelizaciónExperiencia sensorialExploración diversificada5311.05 Marketing (Comercialización)Producción CientíficaPurpose. 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.Junta de Castilla y León (proyecto VA112P17)Ministerio de Economía, Industria y competitividad (proyecto ECO2017-86628-P)Emerald2019info:eu-repo/semantics/articleinfo:eu-repo/semantics/submittedVersionapplication/pdfhttp://uvadoc.uva.es/handle/10324/39057reponame:UVaDOC. Repositorio Documental de la Universidad de Valladolidinstname:Universidad de ValladolidInglésinfo:eu-repo/semantics/openAccesshttp://creativecommons.org/licenses/by-nc-nd/4.0/oai:uvadoc.uva.es:10324/390572026-06-13T12:44:47Z
dc.title.none.fl_str_mv Dual effect of sensory experience: engagement versus diversive exploration
title Dual effect of sensory experience: engagement versus diversive exploration
spellingShingle Dual effect of sensory experience: engagement versus diversive exploration
Antón Martín, María del Carmen
Consumidores - Conducta
Marketing - Investigación
Fidelización
Experiencia sensorial
Exploración diversificada
5311.05 Marketing (Comercialización)
title_short Dual effect of sensory experience: engagement versus diversive exploration
title_full Dual effect of sensory experience: engagement versus diversive exploration
title_fullStr Dual effect of sensory experience: engagement versus diversive exploration
title_full_unstemmed Dual effect of sensory experience: engagement versus diversive exploration
title_sort Dual effect of sensory experience: engagement versus diversive exploration
dc.creator.none.fl_str_mv Antón Martín, María del Carmen
Camarero Izquierdo, María Carmen
Lashkova, Margarita
author Antón Martín, María del Carmen
author_facet Antón Martín, María del Carmen
Camarero Izquierdo, María Carmen
Lashkova, Margarita
author_role author
author2 Camarero Izquierdo, María Carmen
Lashkova, Margarita
author2_role author
author
dc.subject.none.fl_str_mv Consumidores - Conducta
Marketing - Investigación
Fidelización
Experiencia sensorial
Exploración diversificada
5311.05 Marketing (Comercialización)
topic Consumidores - Conducta
Marketing - Investigación
Fidelización
Experiencia sensorial
Exploración diversificada
5311.05 Marketing (Comercialización)
description Producción Científica
publishDate 2019
dc.date.none.fl_str_mv 2019
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/submittedVersion
format article
status_str submittedVersion
dc.identifier.none.fl_str_mv http://uvadoc.uva.es/handle/10324/39057
url http://uvadoc.uva.es/handle/10324/39057
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Emerald
publisher.none.fl_str_mv Emerald
dc.source.none.fl_str_mv reponame:UVaDOC. Repositorio Documental de la Universidad de Valladolid
instname:Universidad de Valladolid
instname_str Universidad de Valladolid
reponame_str UVaDOC. Repositorio Documental de la Universidad de Valladolid
collection UVaDOC. Repositorio Documental de la Universidad de Valladolid
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.301603

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