Senzorial Marketing – Means of Evaluating Customer’s Satisfaction on Balnear Tourism

Abstract

In the course of time customers’ satisfaction raised many disputes and can be defined by various authors as a “generalized attitude, based on a cognitive comparison and an affective component” (Homburg, Stock, 2001). One of the requests of the studies regarding satisfaction is the multiattributive measuring (multi-dimensional). In the field of balneal medicine the need of standard evaluation of satisfaction appeared when the consumer became stricter and stricter, this leading to reorientation and adaptation to customers’ demands up to outrunning the customers’ expectations. Using marketing research and its specific instruments of satisfaction measurement, the experience of a customer regarding certain product usage, decomposed into dimensions or attributes, leads to permanent distinguishing of elements that draw him closer to/disturb the customer, in his role of conscious or unconscious observer.attached customer; consumer; quality; satisfaction; sensorial/perceptive marketing.