Study of The Impact of Sensory Marketing (Scents, Music, Tactile Sensations) On Customers’ Perception of Service Quality and Their Willingness to Pay More

Halyna Kaliugina

Open Access

Study of The Impact of Sensory Marketing (Scents, Music, Tactile Sensations) On Customers’ Perception of Service Quality and Their Willingness to Pay More

PDF

Halyna Kaliugina ¹ ,

⁴ Katy, Texas, USA

Abstract

The study provides a broad analysis of the influence of sensory marketing on consumers’ perception of service quality and their willingness to pay a higher price. Under intensifying competition in the service market, where the functional features of offerings are increasingly leveled, sensory components—scents, musical accompaniment, and tactile characteristics—serve as key means of differentiation and of building emotional value. The purpose of the research is to determine the degree and nature of the impact of each sensory channel (auditory, olfactory, and tactile) on customers’ evaluative judgments and their economic behavior. The methodological basis consists of a systematic review of scholarly publications, as well as a synthesis of empirical data and statistical reports on consumer preferences. As a result, the main mechanisms by which sensory stimuli shape clients’ cognitive and affective responses are identified and classified. A direct relationship is established between the intensity and congruence of the sensory experience and an increase in the perceived quality of the service. It is established that the synergistic effect of multisensory stimulation exceeds the sum of the effects of individual channels, ensuring an increase in willingness to pay depending on the service delivery context. The practical value of the findings is evident for marketers, brand managers, and managers of service companies seeking to strengthen competitive positions and improve the profitability of their business.

Keywords

sensory marketing, perceived quality, willingness to pay, multisensory experience, consumer behavior, olfactory marketing, auditory branding, tactile sensations, customer experience, experience economy

References

📄 Master Thesis - Linnaeus University. The interplay between sensory input, emotional engagement, and brand perception. 2025. [Electronic resource]. - Access mode: https://lnu.diva-portal.org/smash/get/diva2:1980540/FULLTEXT01.pdf (date accessed: 10.06.2025).

📄 The Impact of Sensory Marketing on Brand Loyalty and Brand Perception. [Electronic resource]. - Access mode:https://skemman.is/bitstream/1946/50692/1/B.Sc.%20Thesis%20in%20Business%20Administration.pdf (date accessed: 13.06.2025).

📄 Shahid S. et al. The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores //Psychology & Marketing. – 2022. – Vol. 39 (7). – pp. 1398-1412. https://doi.org/10.1002/mar.21661.

📄 Ashtankar O. et al. Impact of Sensory Branding on Buying Intensions for Toiletries, Personal Care & Cosmetic Products in India //2023 Intelligent Computing and Control for Engineering and Business Systems (ICCEBS). – IEEE, 2023. – pp. 1-7.

📄 Zhang S., Guo D., Li X. The rhythm of shopping: How background music placement in live streaming commerce affects consumer purchase intention //Journal of Retailing and Consumer Services. – 2023. – Vol. 75. https://doi.org/10.1016/j.jretconser.2023.103487.

📄 Lee H. J., Kwon K. H. A Study on the Effect of Nail Shop and Self-nail Service Factors on Consumers' Perception of Value: Focusing on Emotional Value and Economic Value //Journal of the Korean Society of Cosmetology. – 2022. – Vol. 28 (1). – pp. 117-128.

📄 reum Kim A. et al. The Effect of Sensory Marketing on Selection Factors and Customer Satisfaction //Journal of the Korean Society of Cosmetology. – 2021. – Vol. 27 (3). – pp. 560-568.

📄 Deubler G. et al. Sensory evaluation in the personal care space: A review //Journal of Sensory Studies. – 2022. – Vol. 37 (6). – pp. 1-5. https://doi.org/10.1111/joss.12788.

📄 Ranaweera A. T. When consumers touch: A conceptual model of consumer haptic perception //Spanish Journal of Marketing-ESIC. – 2022. – Vol. 26 (1). – pp. 23-43.

📄 Lund C. Sensory Marketing: Engaging the Senses from Desire to Purchase //The Routledge History of the Senses. – Routledge. – pp. 375-388.

Most read articles by the same author(s)

1 2 > >>

International Journal of Management and Business Development

Study of The Impact of Sensory Marketing (Scents, Music, Tactile Sensations) On Customers’ Perception of Service Quality and Their Willingness to Pay More

Abstract

Keywords

References

Most read articles by the same author(s)

Similar Articles