Rodrigues, P., Real, E., Barbosa, I. (2023). The Power of a Multisensory Experience—An Outlook on Consumer Satisfaction and Loyalty. In: Reis, J.L., Peter, M.K., Varela González, J.A., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 337. Springer, Singapore. https://doi.org/10.1007/978-981-19-9099-1_16
Published12 May 2023 Publisher NameSpringer, Singapore Print ISBN978-981-19-9098-4 Online ISBN978-981-19-9099-1
[size=1.06667]The design of a multisensory experience at a point of sale is in current times (and markets) essential for the success of a brand. This article aims to verify the influence of the sensory domain on the visual merchandising technique, understand the influence of the visual merchandising technique on consumer behavior, with a special emphasis on consumer satisfaction and loyalty, and finally, evaluate the effect of consumers’ satisfaction on the loyalty felt by the consumer toward the brand. In order to achieve these objectives, a combined approach was implemented—quantitative (questionnaire; 252 respondents) and qualitative methodology (interviews; 10 interviews). As both of the methodologies implemented present identical results, it is possible to note that the sensory domain has a significant role in the visual merchandising technique, and the visual technique has a prevalent effect on consumer behavior, specifically on customer satisfaction and loyalty. As for the last objective, results show that customer satisfaction is a relevant antecedent for consumer loyalty.
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