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Sensing the scent of service success
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-4397-6965
2007 (English)In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 41, no 11/12, p. 1297-1305Article in journal (Refereed) Published
Abstract [en]

Purpose - The intangible character of services makes it difficult for customers to evaluate a service offering before consumption. Scent offers a powerful means of making services tangible. Therefore, this paper aims to contribute to the understanding of how scents can be used for services marketing purposes. Design/methodology/approach - The paper presents an overview of studies, mainly from the area of retailing, indicating how scents can be used in services, and this is followed by a number of examples of such applications. Findings - The paper finds that, although there are examples of service providers utilising scents to tangibilise, enhance and differentiate services, this area has been relatively neglected in marketing literature. Practical implications - By adding the component of scent to their offerings, service providers have the opportunity to create a competitive advantage. When using scents in services marketing, managers should consider the aspects of presence, pleasantness, congruity and memory of scents. Originality/value - No other paper with a specific focus on scent as a tangibiliser, enhancer and differentiator of services has been found in marketing literature. This paper provides important insights into the use of scents for services marketing purposes.

Place, publisher, year, edition, pages
2007. Vol. 41, no 11/12, p. 1297-1305
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-8661DOI: 10.1108/03090560710821189ISI: 000251119200003Scopus ID: 2-s2.0-35548952220Local ID: 730b4ab0-87c1-11dc-8a55-000ea68e967bOAI: oai:DiVA.org:ltu-8661DiVA, id: diva2:981599
Note
Validerad; 2007; 20071031 (keni)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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Goldkuhl, LenaStyvén, Maria

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