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2018 | Book

Introduction Read chapter Read first chapter

Impacting the Sensory Experience of Products

Experimental Studies on Perceived Quality

Author: Christine Cowen-Elstner

Publisher: Springer Fachmedien Wiesbaden

Book Series : Forschungs-/Entwicklungs-/Innovations-Management

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

Based on two experimental studies Christine Cowen-Elstner explores the possibilities of influencing the sensory product perception and thereby also the perceived product quality. The results of her studies not only show that this influence is happening but also that the expectation and experience of an individual play a crucial role in this context. Based on these findings she then develops recommendations for product design and communication.

Table of Contents

Frontmatter
Chapter 1. Introduction
Abstract
„Quality is perhaps the most important and complex component of business strategy. Firms compete on quality, customers search for quality, and markets are transformed by quality” (Golder, Mitra & Moormann 2012, p. 1). The importance of quality is due to its relevance in customer satisfaction and loyalty. Higher levels of quality improve a company’s ability to attract new customers and lead to higher satisfaction among existing ones (Olsen 2002; Rust, Zahorik & Keiningham 1995).
Christine Cowen-Elstner
Chapter 2. Conceptual Background
Abstract
The empirical studies conducted in this thesis are concerned with the field of perceived quality of products and services. However, quality perception is not only dependent on the actual product quality (Mitra & Golder 2006). There are other factors that can have an impact. An example are cues in the environment such as the room’s atmosphere or a product’s packaging that will be registered by the consumer and are used to form expectations about a product or service (Olson & Dover 1976; Parasuraman, Zeithaml & Berry 1985, Steenkamp 1990).
Christine Cowen-Elstner
Chapter 3. Empirical Study 1
Abstract
Retailers make long-term investments in store atmospherics to increase the attractiveness of their shops. The shopping experience is seen as an important part of the retail strategy and essential for competitive advantage (Baker, Levy & Grewal 1992; Iyer & Kuksov 2012). The physical environment is especially important for the sector of services where the product is consumed in the environment, for instance in restaurants (Bitner 1992).
Christine Cowen-Elstner
Chapter 4. Empirical Study 2
Abstract
After investigating the impact of quality cues on the customer’s sensory and quality perceptions in a service context, the aim of the second study was to research this influence in the area of products. The results of the first study showed an impact of the environment’s first impression on the tangible components within the environment. The components in this study were surrounded by the environment like a product is surrounded by its packaging.
Christine Cowen-Elstner
Chapter 5. Conclusion
Abstract
The main goal of this thesis was to generate a better understanding of how individuals’ form their perception of products and services in the context of quality. Research was conducted into how external factors, namely the environment and packaging, can directly impact the perception and evaluation of products and services.
Christine Cowen-Elstner
Backmatter
Metadata
Title
Impacting the Sensory Experience of Products
Author
Christine Cowen-Elstner
Copyright Year
2018
Electronic ISBN
978-3-658-21206-3
Print ISBN
978-3-658-21205-6
DOI
https://doi.org/10.1007/978-3-658-21206-3