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

Maja Vujičić (2015)
University of Rijeka
Faculty of Economics
Metadata
TitleZadovoljstvo korisnika i reakcija na ciljno odabrani olfaktorni podražaj u transferu znanja
AuthorMaja Vujičić
Mentor(s)Ivan Frančišković
Abstract
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.
Keywordsolfactory stimulus – Mentha piperita emotional state perception of physical environment service value satisfaction
Parallel title (English)Customer satisfaction and reaction to purposely selected olfactory stimulus in transfer of knowledge
Committee MembersIvan Mencer (committee chairperson)
Ivan Frančišković (committee member)
Marcel Meler (committee member)
GranterUniversity of Rijeka
Faculty of Economics
PlaceRijeka
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
UDK330
SOCIAL SCIENCES
Economics. Economic science
159.9
PHILOSOPHY. PSYCHOLOGY
Psychology
Study programme typeuniversity
Study levelpostgraduate
Study programmeEconomics and Business Economics
Academic title abbreviationdr.sc.
Genredoctoral thesis
Language Croatian
Defense date2015-02-18
Parallel abstract (English)
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.
Parallel keywords (Croatian)olfaktorni podražaj – Mentha piperita emocionalno stanje percepcija fizičkog okruženja vrijednost usluge zadovoljstvo
Versionaccepted version
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
Noteaccepted version
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:192:019569
CommitterVesna Knez