Customer satisfaction and reaction to purposely selected olfactory stimulus in transfer of knowledge

Doktorska se disertacija usmjerava na istraživanje utjecaja fizičkog okruženja, preciznije, utjecaja implementacije ciljno odabranog olfaktornog podražaja u fizičkom okruženju na emocionalno stanje pojedinca, percepciju fizičkog okruženja i procjenu vrijednosti usluge, što dovodi do više razine zadovoljstva korisnika uslugom. Utjecaj fizičkog okruženja značajan je jer doprinosi pozicioniranju i diferencijaciji poslovnih subjekata, posebice onih koji se bave uslugama. Neopipljivost je jedno od glavnih obilježja usluga, a preko fizičkog ih se okruženja nastoji učiniti opipljivijima i približiti korisnicima. U marketingu usluga, ponuda se temelji na četiri osnovna elementa marketinškog miksa – proizvodu, tj. usluzi, cijeni, distribuciji i promociji, ali uključuje i dodatna tri elementa i to ljude (pružatelje usluge), procese i fizičko okruženje. Fizičko okruženje doprinosi olakšavanju i pospješivanju transakcija između ciljnog tržišta i poslovnog subjekta. Otuda proizlazi važnost proučavanja fizičkog okruženja za poslovne subjekte koji žele poslovati na temeljima marketinške koncepcije poslovanja, odnosno biti konkurentni. Fizičko okuženje definiraju elementi koji se u njemu nalaze, a koje pojedinac percipira osjetilima (vid, sluh, njuh, dodir). U kontekstu ovog istraživanja fokus se usmjerava ka ciljno odabranom olfaktornom podražaju eteričnog ulja Mentha piperita. Ovaj je olfaktorni podražaj ciljno odabran s obzirom da se istraživanje smješta u okvir transfera znanja – pružanja edukacijskih usluga, a njegovo je svojstvo kefalično djelovanje (potiče koncentraciju). Prema prethodnim teorijskim istraživanjima, očekuje se da će navedeni olfaktorni podražaj djelovati na afektivne reakcije korisnika usluge, percepciju fizičkog okruženja, kao i na kognitivnu procjenu vrijednosti pružene usluge, a time i na višu razinu zadovoljstva korisnika transferom znanja. Na temelju prethodnih istraživanja izveden je model koji se i empirijski istražuje metodama eksperimenta i ispitivanja. Implementacija ciljno odabranog olfaktornog podražaja Mentha piperita utjecala je na percepciju fizičkog okruženja boljim. Percepcija fizičkog okruženja boljim povezana je s osjećajem ugode što se odražava na zadovoljstvo korisnika transferom znanja. Isto tako percepcija fizičkog okruženja boljim utječe na zadovoljstvo korisnika transferom znanja. Percepcija fizičkog okruženja boljim utječe i na procjenu vrijednosti usluge višom, što ponovno rezultira višom razinom zadovoljstva korisnika transfera znanja. Suprotno očekivanjima na temelju prethodnih istraživanja, izravna veza olfaktornog podražaja s emocionalnim stanjem i procjenom vrijednosti usluge na cjelokupnom uzorku nije dokazana. Buduća bi se istraživanja, stoga, uz klasične metode, ponajprije trebala orijentirati prema istraživanjima koja se oslanjaju na metode originalno korištene u neuroznanosti da bi se dobio jasniji uvid u reakcije pojedinaca na određene podražaje i njihovo donošenje odluka/izražavanje stavova. Navedenom u prilog ide i spoznaja da je utvrđena razlika u percipiranju vrijednosti usluge transfera znanja između onih ispitanika kojima se olfaktorni podražaj svidio i onih kojima se nije svidio kada je u fizičkom okruženju postojala implementacija olfaktornog podražaja. Drugim riječima, iako za to nije postojala osnova u samoj ponudi sadržaja usluge, sviđanje olfaktornog podražaja utjecalo je na procjenu vrijednosti usluge.The doctoral thesis is directed towards researching influence of physical environment, more precisely, the influence of implementation of purposely selected olfactory stimulus within physical environment on emotional state of an individual, perception of physical environment and estimation of service value, which leads to a higher level of customer's satisfaction with service. Influence of physical environment is significant, since it contributes to positioning and differentiation of business organizations, particularly those dealing with the service segment. Intangibility is one of the main characteristics of services and by means of physical environment the services are intended to become tangible and accessible to customers. As regards service marketing, offer is based on four basic elements of marketing mix – product/service, price, distribution and promotion. However, it includes additional three elements, precisely, people (service providers), processes and physical environment. Physical environment facilitates and upgrades transactions between target market and business organizations. Hence, the studying physical environment is important to business organizations that are willing to act based on the marketing concept of business, namely, be competitive. Physical environment is defined by the elements within it that an individual perceives by senses (vision, hearing, smell, touch). This research is focused on purposely selected olfactory stimulus of essential oil Mentha piperita. This olfactory stimulus is purposely selected, given the fact that the research is conducted within the transfer of knowledge – rendering of educational services, and the olfactory stimulus concerned has cephalic features (it encourages concentration). In line with previous theoretical research it is expected that the above mentioned olfactory stimulus will influence affective reactions of the customer, the customer’s perception of physical environment as well as cognitive appraisal of the value of the service provided, influencing, consequently, a higher level of the customer’s satisfaction with the transfer of knowledge. Based on the previous research a model is derived and also empirically tested by experimental and survey methods. By implementation of purposely selected olfactory stimulus physical environment was perceived as better. The perception of physical environment as better is connected with the feeling of pleasure, which is reflected on VII customer’s satisfaction with the transfer of knowledge. Likewise, perception of physical environment as better influences customer’s satisfaction with the transfer of knowledge. The perception of physical environment as better also improves the service value estimate, which, thus, results in a higher level of the customer’s satisfaction with transfer of knowledge. Contrary to the expectations based on the previous research, a direct connection of olfactory stimulus with emotional state as well as with estimation of the service value, as regards the whole sample, has not been proven. Therefore, in addition to classical methods, future research would be primarily oriented towards research, which rely on the methods originally used in neuroscience, in order a better insight into reactions of individuals to certain stimuli and their decisionmaking/ attitude expression may be obtained. The above mentioned is also supported by the cognition that a difference in perceiving the value of transfer of knowledge is established between the individuals who liked the olfactory stimulus and those ones who did not like it (when olfactory stimulus was implemented in physical environment). In other words, although the service content itself did not include any basis for the above mentioned, liking of olfactory stimulus influenced estimation of the service value

Customer satisfaction and reaction to purposely selected olfactory stimulus in transfer of knowledge

Doktorska se disertacija usmjerava na istraživanje utjecaja fizičkog okruženja, preciznije, utjecaja implementacije ciljno odabranog olfaktornog podražaja u fizičkom okruženju na emocionalno stanje pojedinca, percepciju fizičkog okruženja i procjenu vrijednosti usluge, što dovodi do više razine zadovoljstva korisnika uslugom. Utjecaj fizičkog okruženja značajan je jer doprinosi pozicioniranju i diferencijaciji poslovnih subjekata, posebice onih koji se bave uslugama. Neopipljivost je jedno od glavnih obilježja usluga, a preko fizičkog ih se okruženja nastoji učiniti opipljivijima i približiti korisnicima. U marketingu usluga, ponuda se temelji na četiri osnovna elementa marketinškog miksa – proizvodu, tj. usluzi, cijeni, distribuciji i promociji, ali uključuje i dodatna tri elementa i to ljude (pružatelje usluge), procese i fizičko okruženje. Fizičko okruženje doprinosi olakšavanju i pospješivanju transakcija između ciljnog tržišta i poslovnog subjekta. Otuda proizlazi važnost proučavanja fizičkog okruženja za poslovne subjekte koji žele poslovati na temeljima marketinške koncepcije poslovanja, odnosno biti konkurentni. Fizičko okuženje definiraju elementi koji se u njemu nalaze, a koje pojedinac percipira osjetilima (vid, sluh, njuh, dodir). U kontekstu ovog istraživanja fokus se usmjerava ka ciljno odabranom olfaktornom podražaju eteričnog ulja Mentha piperita. Ovaj je olfaktorni podražaj ciljno odabran s obzirom da se istraživanje smješta u okvir transfera znanja – pružanja edukacijskih usluga, a njegovo je svojstvo kefalično djelovanje (potiče koncentraciju). Prema prethodnim teorijskim istraživanjima, očekuje se da će navedeni olfaktorni podražaj djelovati na afektivne reakcije korisnika usluge, percepciju fizičkog okruženja, kao i na kognitivnu procjenu vrijednosti pružene usluge, a time i na višu razinu zadovoljstva korisnika transferom znanja. Na temelju prethodnih istraživanja izveden je model koji se i empirijski istražuje metodama eksperimenta i ispitivanja. Implementacija ciljno odabranog olfaktornog podražaja Mentha piperita utjecala je na percepciju fizičkog okruženja boljim. Percepcija fizičkog okruženja boljim povezana je s osjećajem ugode što se odražava na zadovoljstvo korisnika transferom znanja. Isto tako percepcija fizičkog okruženja boljim utječe na zadovoljstvo korisnika transferom znanja. Percepcija fizičkog okruženja boljim utječe i na procjenu vrijednosti usluge višom, što ponovno rezultira višom razinom zadovoljstva korisnika transfera znanja. Suprotno očekivanjima na temelju prethodnih istraživanja, izravna veza olfaktornog podražaja s emocionalnim stanjem i procjenom vrijednosti usluge na cjelokupnom uzorku nije dokazana. Buduća bi se istraživanja, stoga, uz klasične metode, ponajprije trebala orijentirati prema istraživanjima koja se oslanjaju na metode originalno korištene u neuroznanosti da bi se dobio jasniji uvid u reakcije pojedinaca na određene podražaje i njihovo donošenje odluka/izražavanje stavova. Navedenom u prilog ide i spoznaja da je utvrđena razlika u percipiranju vrijednosti usluge transfera znanja između onih ispitanika kojima se olfaktorni podražaj svidio i onih kojima se nije svidio kada je u fizičkom okruženju postojala implementacija olfaktornog podražaja. Drugim riječima, iako za to nije postojala osnova u samoj ponudi sadržaja usluge, sviđanje olfaktornog podražaja utjecalo je na procjenu vrijednosti usluge.The doctoral thesis is directed towards researching influence of physical environment, more precisely, the influence of implementation of purposely selected olfactory stimulus within physical environment on emotional state of an individual, perception of physical environment and estimation of service value, which leads to a higher level of customer's satisfaction with service. Influence of physical environment is significant, since it contributes to positioning and differentiation of business organizations, particularly those dealing with the service segment. Intangibility is one of the main characteristics of services and by means of physical environment the services are intended to become tangible and accessible to customers. As regards service marketing, offer is based on four basic elements of marketing mix – product/service, price, distribution and promotion. However, it includes additional three elements, precisely, people (service providers), processes and physical environment. Physical environment facilitates and upgrades transactions between target market and business organizations. Hence, the studying physical environment is important to business organizations that are willing to act based on the marketing concept of business, namely, be competitive. Physical environment is defined by the elements within it that an individual perceives by senses (vision, hearing, smell, touch). This research is focused on purposely selected olfactory stimulus of essential oil Mentha piperita. This olfactory stimulus is purposely selected, given the fact that the research is conducted within the transfer of knowledge – rendering of educational services, and the olfactory stimulus concerned has cephalic features (it encourages concentration). In line with previous theoretical research it is expected that the above mentioned olfactory stimulus will influence affective reactions of the customer, the customer’s perception of physical environment as well as cognitive appraisal of the value of the service provided, influencing, consequently, a higher level of the customer’s satisfaction with the transfer of knowledge. Based on the previous research a model is derived and also empirically tested by experimental and survey methods. By implementation of purposely selected olfactory stimulus physical environment was perceived as better. The perception of physical environment as better is connected with the feeling of pleasure, which is reflected on VII customer’s satisfaction with the transfer of knowledge. Likewise, perception of physical environment as better influences customer’s satisfaction with the transfer of knowledge. The perception of physical environment as better also improves the service value estimate, which, thus, results in a higher level of the customer’s satisfaction with transfer of knowledge. Contrary to the expectations based on the previous research, a direct connection of olfactory stimulus with emotional state as well as with estimation of the service value, as regards the whole sample, has not been proven. Therefore, in addition to classical methods, future research would be primarily oriented towards research, which rely on the methods originally used in neuroscience, in order a better insight into reactions of individuals to certain stimuli and their decisionmaking/ attitude expression may be obtained. The above mentioned is also supported by the cognition that a difference in perceiving the value of transfer of knowledge is established between the individuals who liked the olfactory stimulus and those ones who did not like it (when olfactory stimulus was implemented in physical environment). In other words, although the service content itself did not include any basis for the above mentioned, liking of olfactory stimulus influenced estimation of the service value

Customer satisfaction and reaction to purposely selected olfactory stimulus in transfer of knowledge

Doktorska se disertacija usmjerava na istraživanje utjecaja fizičkog okruženja, preciznije, utjecaja implementacije ciljno odabranog olfaktornog podražaja u fizičkom okruženju na emocionalno stanje pojedinca, percepciju fizičkog okruženja i procjenu vrijednosti usluge, što dovodi do više razine zadovoljstva korisnika uslugom. Utjecaj fizičkog okruženja značajan je jer doprinosi pozicioniranju i diferencijaciji poslovnih subjekata, posebice onih koji se bave uslugama. Neopipljivost je jedno od glavnih obilježja usluga, a preko fizičkog ih se okruženja nastoji učiniti opipljivijima i približiti korisnicima. U marketingu usluga, ponuda se temelji na četiri osnovna elementa marketinškog miksa – proizvodu, tj. usluzi, cijeni, distribuciji i promociji, ali uključuje i dodatna tri elementa i to ljude (pružatelje usluge), procese i fizičko okruženje. Fizičko okruženje doprinosi olakšavanju i pospješivanju transakcija između ciljnog tržišta i poslovnog subjekta. Otuda proizlazi važnost proučavanja fizičkog okruženja za poslovne subjekte koji žele poslovati na temeljima marketinške koncepcije poslovanja, odnosno biti konkurentni. Fizičko okuženje definiraju elementi koji se u njemu nalaze, a koje pojedinac percipira osjetilima (vid, sluh, njuh, dodir). U kontekstu ovog istraživanja fokus se usmjerava ka ciljno odabranom olfaktornom podražaju eteričnog ulja Mentha piperita. Ovaj je olfaktorni podražaj ciljno odabran s obzirom da se istraživanje smješta u okvir transfera znanja – pružanja edukacijskih usluga, a njegovo je svojstvo kefalično djelovanje (potiče koncentraciju). Prema prethodnim teorijskim istraživanjima, očekuje se da će navedeni olfaktorni podražaj djelovati na afektivne reakcije korisnika usluge, percepciju fizičkog okruženja, kao i na kognitivnu procjenu vrijednosti pružene usluge, a time i na višu razinu zadovoljstva korisnika transferom znanja. Na temelju prethodnih istraživanja izveden je model koji se i empirijski istražuje metodama eksperimenta i ispitivanja. Implementacija ciljno odabranog olfaktornog podražaja Mentha piperita utjecala je na percepciju fizičkog okruženja boljim. Percepcija fizičkog okruženja boljim povezana je s osjećajem ugode što se odražava na zadovoljstvo korisnika transferom znanja. Isto tako percepcija fizičkog okruženja boljim utječe na zadovoljstvo korisnika transferom znanja. Percepcija fizičkog okruženja boljim utječe i na procjenu vrijednosti usluge višom, što ponovno rezultira višom razinom zadovoljstva korisnika transfera znanja. Suprotno očekivanjima na temelju prethodnih istraživanja, izravna veza olfaktornog podražaja s emocionalnim stanjem i procjenom vrijednosti usluge na cjelokupnom uzorku nije dokazana. Buduća bi se istraživanja, stoga, uz klasične metode, ponajprije trebala orijentirati prema istraživanjima koja se oslanjaju na metode originalno korištene u neuroznanosti da bi se dobio jasniji uvid u reakcije pojedinaca na određene podražaje i njihovo donošenje odluka/izražavanje stavova. Navedenom u prilog ide i spoznaja da je utvrđena razlika u percipiranju vrijednosti usluge transfera znanja između onih ispitanika kojima se olfaktorni podražaj svidio i onih kojima se nije svidio kada je u fizičkom okruženju postojala implementacija olfaktornog podražaja. Drugim riječima, iako za to nije postojala osnova u samoj ponudi sadržaja usluge, sviđanje olfaktornog podražaja utjecalo je na procjenu vrijednosti usluge.The doctoral thesis is directed towards researching influence of physical environment, more precisely, the influence of implementation of purposely selected olfactory stimulus within physical environment on emotional state of an individual, perception of physical environment and estimation of service value, which leads to a higher level of customer's satisfaction with service. Influence of physical environment is significant, since it contributes to positioning and differentiation of business organizations, particularly those dealing with the service segment. Intangibility is one of the main characteristics of services and by means of physical environment the services are intended to become tangible and accessible to customers. As regards service marketing, offer is based on four basic elements of marketing mix – product/service, price, distribution and promotion. However, it includes additional three elements, precisely, people (service providers), processes and physical environment. Physical environment facilitates and upgrades transactions between target market and business organizations. Hence, the studying physical environment is important to business organizations that are willing to act based on the marketing concept of business, namely, be competitive. Physical environment is defined by the elements within it that an individual perceives by senses (vision, hearing, smell, touch). This research is focused on purposely selected olfactory stimulus of essential oil Mentha piperita. This olfactory stimulus is purposely selected, given the fact that the research is conducted within the transfer of knowledge – rendering of educational services, and the olfactory stimulus concerned has cephalic features (it encourages concentration). In line with previous theoretical research it is expected that the above mentioned olfactory stimulus will influence affective reactions of the customer, the customer’s perception of physical environment as well as cognitive appraisal of the value of the service provided, influencing, consequently, a higher level of the customer’s satisfaction with the transfer of knowledge. Based on the previous research a model is derived and also empirically tested by experimental and survey methods. By implementation of purposely selected olfactory stimulus physical environment was perceived as better. The perception of physical environment as better is connected with the feeling of pleasure, which is reflected on VII customer’s satisfaction with the transfer of knowledge. Likewise, perception of physical environment as better influences customer’s satisfaction with the transfer of knowledge. The perception of physical environment as better also improves the service value estimate, which, thus, results in a higher level of the customer’s satisfaction with transfer of knowledge. Contrary to the expectations based on the previous research, a direct connection of olfactory stimulus with emotional state as well as with estimation of the service value, as regards the whole sample, has not been proven. Therefore, in addition to classical methods, future research would be primarily oriented towards research, which rely on the methods originally used in neuroscience, in order a better insight into reactions of individuals to certain stimuli and their decisionmaking/ attitude expression may be obtained. The above mentioned is also supported by the cognition that a difference in perceiving the value of transfer of knowledge is established between the individuals who liked the olfactory stimulus and those ones who did not like it (when olfactory stimulus was implemented in physical environment). In other words, although the service content itself did not include any basis for the above mentioned, liking of olfactory stimulus influenced estimation of the service value

ALL THAT GLITTERS IS NOT GOLD: BEYOND ONLINE HOTEL REVIEWS

Purpose - The purpose of this study was to uncover potential thematic mismatches between textual comments in online hotel reviews, on the one hand, and rating categories in those reviews, consumer experience scales, and marketing tools, on the other; and to draw attention to challenges that these mismatches pose for hotel managers and researchers. Design/Methodology/Approach - An in-depth, qualitative, contextual content analysis of online reviews was conducted. Findings - Thematic mismatches were found for all three comparisons. The textual comments are broader in topic than the rating categories of the platform studied. Conversely, textual comments are thematically narrower than the studied consumer experience scales and marketing tools. These mismatches can lead to suboptimal decision-making by hotel managers especially when they are pressured by a large and increasing number of reviews. Originality of the research - Past research has not drawn attention to the thematic mismatches between textual comments in online customer reviews and other sources of information available to hotel managers, nor has it discussed the challenges hotel managers may face when relying heavily on online customer comments. The findings also provide input for researchers to rethink how best to measure consumers’ hotel experience

Repurchase intentions in a retail store - exploring the impact of colours

The purpose of the paper is to explore the elements that influence customer loyalty in different dominant colour environments in a retail store that sells groceries. The paper explores the relationship between customer satisfaction, exploring the store environment, communications with sales personnel and repurchase intentions in different colour environments. Furthermore, it explores the gender impact on creating customer loyalty in warm, cool and neutral colour environments. Empirical research is conducted using three different colour environments in a retail store that sells groceries. Based on research findings, exploring store environment is found to be the most influential element that boosts repurchase intentions. Gender stimulated differences are also found. For women, in warm, cool and neutral colour environment the dominant influence on repurchase intentions is exploring the store environment. For men, in both warm and cool colour environment communication with sales personnel influences their repurchase intentions. The research contributes to the existing body of knowledge on the influence of colours on repurchase intentions in the context of South-East European culture. Managerial implications are offered and suggestions for further research provided

Music, emotions and first impression perceptions of a healthcare institutions’ quality: An experimental investigation

One of the direct ways of influencing emotions and service quality perceptions is by music stimulation. The purpose of this research is to examine the impact of music of different musical elements (i.e. sad vs. happy music) on respondents\u27 emotions and their first impression perceptions of a healthcare institution\u27s quality. The research was designed as an experimental simulation, i.e. data were collected in an online survey from respondents randomly assigned to evaluate a presentation consisting of multiple images of a healthcare institution in one of three experimental conditions (absence of, happy, and sad music stimulation). The results, in alliance with previous research, demonstrate a relationship between emotions and first impression quality perceptions and between music and emotions, but no relationship between music and first impression quality perception. The obtained significant results yet again emphasize the importance of inducing positive customer emotions as they lead to positive first impression service quality evaluations that subsequently provide appreciated returns. They also stress the importance of carefully choosing music when inducing emotions as music with different musical elements results in different emotional states. One of the limitations of this research is the non-real life situation experimental setting, which is to be overcome in future research.Keywords: Music, healthcare institutions, servqual, fist impression, pleasure, arousal</p

Development of novel gamma radiation dosimeter based on metallophthalocyanine

In this study, zinc phthalocyanine was evaluated as a possible chemical dosimeter for gamma rays at low-medium dose ranges in solution form and PVA film. The zinc phthalocyanine was successfully synthesized with a high yield under microwave irradiation at 200 °C. The calibration curves of absorbance versus dose of gamma irradiation show excellent linearity over a wider dose range (1 - 25kGy). After being irradiated, the samples' color changed from blue to yellow

Modeling spa destination choice for leveraging hydrogeothermal potentials in Serbia

Serbian spas, with their abundant geothermal springs and air qualities, are a significant natural resource for the country. Nowadays, tourism industry has become a predominant beneficiary attracting both leisure- and health-related visits. Nonetheless, the literature on current consumer behavior is devoid of a model that incorporates both motivating and constraining factors in the spa and wellness industry's decision-making process. Serbia's spa industry is still adjusting to the needs of the modern wellness visitor as a result of the country's unique transitional path. The purpose of this study is to ascertain the role of incentive and restrictions in the destination selection process of spa visitors in Serbia, to gain insight into the development of wellness tourism in a particular sociocultural environment. The analytical hierarchy process was used to determine the relative relevance of the consumer behavior elements evaluated. The findings indicate that non-medical motivations are becoming more important, implying that demand is finally shifting toward the wellness idea, which was initially disrupted by the country's delayed transformation. The findings have administrative ramifications, the most significant of which were price strategies and product diversification. © 2022 Marija Belij Radin et al., published by De Gruyter