Consumer satisfaction attribute mapping in hospitality industry through ZMET

Autor:	Mrinalini Pandey, Shuvam Chatterjee
Rok vydání:	2019
Předmět:	Service (business) business.industry Brand awareness Consumer loyalty Management of Technology and Innovation Cognition Marketing Decision-making Business and International Management business Hospitality industry Consumer satisfaction
Zdroj:	International Journal of Business Innovation and Research. 20:87
ISSN:	1751-0260 1751-0252
DOI:	10.1504/ijbir.2019.101691
Popis:	The paper focuses on understanding brand awareness of consumers from an embedded cognitive state. Consumer's decision making for a brand mainly results from both conscious and non-conscious experiences that a consumer is been exposed to. Consumers preserve these brand knowledge and awareness in a non-conscious level of their mind. Marketers depend upon use of multi-sensory metaphors to bring out that digged-in knowledge. The researcher introduces ZMET as a method to elicitate hidden understanding about a consumer's decision making process by stimulating various human senses and understanding about the attributes that ultimately contributes in consumer decision making. The research would throw light on a qualitative example considering a hospitality industry by identifying the hidden metaphors that contribute in understanding the consumer's satisfaction for experiencing a particular service. This paper concludes with implications mainly for marketers so that they could better identify the decision making factors for consumers in the hospitality industry.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::5b3eabffd75013caa07a38af41a73dad https://doi.org/10.1504/ijbir.2019.101691 Zobrazit plný text záznamu