Satisfaction, image, and loyalty can be enhanced with congruent olfactory treatments: the acid test of optician franchise stores in shopping centres and on the high street

Abstract

As there needs to be more research done on the analysis of how the senses interact in contexts which do not particularly favour certain senses, this work proposes the analysis of consumer responses to olfactory and visual stimuli in the context of stores belonging to a well-known optician franchise. To that end, two different urban spaces are considered: shopping centres and the high street. Furthermore, two distinct and non-incongruent olfactory stimuli are applied. So an attempt has been made to carry out a sure-fire test, in neither an artificial nor a natural setting, on the importance of olfactory marketing through the estimation of a path model within a methodological design of a quasi-experimental type. Specifically, the aim is to show that olfactory stimuli not only enhance the image of a store but also becomes more relevant when there is congruence between the store and the fragrance used for ambient scenting. In addition, it can be demonstrated that this response to olfactory and visual stimuli creates an image that is crucial in building satisfaction and that this in turn strengthens customer loyalty. On this basis, implications for management practices are suggested and future lines of research are proposed based on the limitations of the work.