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International Journal of Management and Business Development

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

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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

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