Title How do sensory cues and trust affect the customer experience?, A study on the relationships between sensory cues, trust and experience in the Swedish nightclub industry Author Miralem Hasanovic Tutor Soniya Billore Examiner Sarah Philipson Course Marketing Master Programme, Advanced, Spring 2013, Master thesis, 30 ETCS Keywords Experience, Trust, Sensory Marketing, Sensory Cues in Offering Experiences, Nightclubs, Five Senses, Swedish restaurant industry. Purpose Purpose is to investigate the relationships between sensory marketing, trust and experience in nightclubs. Theory Sensory cues in offering experiences, Trust, Experiences. Method Mixed method approach/ Sequenced method 14 observations 7 interviews with companies 102 answers in a survey Findings Visual cues affect the experience mostly positive. Audio cues affect the experience both positive and negative, depending on other aspects as the possibility to escape the loud sound. Touch cues affect the experience mostly negative, which is possible to alter through interior and design. Scent cues are not affecting the industry as for the moment and there is a big gap to fill in here for the industry. Taste cues seem not to matter as much as the other cues. Trust is inflicting experience through expectation and fulfillment of promise. There is a weak (or least enough) correlation of trust and positive experience in nightclubs. Violence does not affect trust considerably towards a nightclub

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abstract: “The Moral Sense of Touch: Teaching Tactile Values in Late Medieval England” investigates the intersections of popular science and religious education in the late fourteenth and fifteenth centuries. Taking an interdisciplinary approach, the project draws together a range of textual artifacts, from scientific manuals to private prayerbooks, to reconstruct the vast network of touch supporting the late medieval moral syllabus. I argue that new scientific understandings of the five senses, and specifically the sense of touch, had a great impact on the processes, procedures, and parlances of vernacular religious instruction in late medieval England. The study is organized around a set of object lessons that realize the materiality of devotional reading practices. Over the course of investigation, I explore how the tactile values reinforcing medieval conceptions of pleasure and pain were cultivated to educate and, in effect, socialize popular reading audiences. Writing techniques and technologies—literary forms, manuscript designs, illustration programs—shaped the reception and user-experience of devotional texts. Focusing on the cultural life of the sense of touch, “The Moral Sense of Touch” provides a new context for a sense based study of historical literatures, one that recovers the centrality of touch in cognitive, aesthetic, and moral discourses. / Dissertation/Thesis / Doctoral Dissertation English 2016

Design of the spa complex in the town of Yverdon. In the city, which lies on the shore of Neuchatel Lake. However, our plot is located off the coast. Place the design looks like taken out of context the development of the city. Spa react to immediate surroundings and situation within the parcel that is. This is the regular structure of the volume of a rectangular shape with a shed roof. Objects are abstractly as discussed in industrial halls, which are in the form of individual features of the program are mounting

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Cette Dissertation porte sur deux problèmes théoriques concernant les modalités sensorielles. Le premier pose la question de savoir comment les sens sont individués (indépendamment de la façon dont on les conçoit communément). La stratégie consiste à tester la résistance des critères d'individuation proposés dans la littérature contre les objections qui leur ont été adressées. Je défends la thèse selon laquelle les sens sont individués par les propriétés environnementales auxquelles ils donnent accès, et je montre que ce critère résiste à toutes les objections qui lui ont été adressés. Le second problème concerne l'origine de notre croyance en exactement cinq sens. Sur la base d'observations issues de l'anthropologie et de la linguistique comparative, je défends que cette croyance résulte uniquement de ce qui nous a été enseigné. En outre, ce travail doctoral contient deux études supplémentaires. La première porte sur la question de savoir comment les gens distinguent ordinairement les sens. Je défends que nos concepts ordinaires des sens sont sensibles aux types de propriétés environnementales auxquelles les sens donnent accès ainsi qu'aux parties du corps auxquelles ils sont attachés. La seconde étude se concentre sur le phénomène de la substitution sensorielle, longtemps considéré comme un défi pour l'individuation des sens. Je défends que la substitution sensorielle n'est pas un défi de cet ordre parce que le type d'information environnementale traité par un outil de substitution sensorielle est métamodale, i.e. accessible par n'importe qu'elle modalité. / This Dissertation is concerned with two theoretical issues about the senses. The first issue focuses on the question how the senses are to be individuated (regardless of the way one commonly conceive of them). The strategy is to test the ability of the criteria of individuation available in the literature to withstand objections. I argue that the senses are to be individuated in terms of the environmental properties they give access to, and show that this criterion can withstand all of the objections it has received. The second issue is the question why do we believe in exactly five senses? On the basis of observations from anthropology and comparative linguistics, I argue that this belief result from what we been taught. In addition, this Dissertation contains two supplementary studies. The first study focuses on the question how people ordinarily distinguish among the senses. I argue that people are sensitive both to the types of environmental properties the senses give access to and to the body parts they are attached to. The second study is concerned with the phenomenon of sensory substitution that has long been considered as a challenge for the individuation of the senses. I argue that sensory substitution is not a challenge of this kink because the type of environmental information processed by a sensory substitution device is metamodal, i.e. accessible through any sensory modality

Previous research shows that new strategies are currently needed to reach consumers on an emotional level. Theories claim that sensory marketing is the most effective method for companies to achieve customer loyalty and profitability. The five senses have proven to be useful in hotels, but there are a few studies that explain how these sensory strategies can be applied in real cases. The purpose of this essay is thus to gain a better understanding of how hotels with the help of sensory marketing can create a valuable encounter.  The empirical material is based on nine interviews with various hotels in Kalmar County where the respondents were asked to answer thirteen questions that include sensory marketing, service management and brand image.The results show that sensory marketing isn't a conscious strategy used by hotels. There is therefore no greater thought about how they use the senses, but more about their own intentions and what they think appeals to the consumers. One reason why hotels don't use this strategy may be due to a lack of knowledge but also other priorities of strategies. This study has been based on a company perspective where hotels have a large customer focus. There is a constant discussion about what the hotels consider is appealing to the guest, therefore the interest thus ends up in what consumers consider to be a valuable experience. A supplementary study from the consumer perspective could have confirmed the question marks that currently cannot be answered without the consumer's voice.

The theme of two year masters programme was five senses in architecture. The final project is thermal baths in swiss town Yverdon Les Bains, where are currenctly situated baths which do not meet the spa requirements in terms of capacity, operation or eastetics. The aim of the project is not only to design the new spa building, but also to solve miserable situation of the site, to develop the topic of spa in a park, the relationship to the historical buildings of rotunda, hotel and villa Entremont and to solve the spacial organization of the bath house itself, which is both for relaxation and healing. Part of the project is also to expand the accomodation capacity into the new hotel building.

Kan man känna, smaka, lukta, höra ett starkt varumärke? Eller kan man bara se det? Vi ville veta och bestämde oss för att ta reda på det, och det är resultatet du nu har i din hand. Vi har genom intervjuer med tre stora butikskedjor och dess butikschefer försökt få en klarare bild om hur de arbetar med det relativt nya sättet att marknadsföra sig på, genom sinnesmarknadsföring. Vi har genomfört flera observationer i och runtomkring de valda butikerna och bildat oss en bra uppfattning om hur respektive butik använder sig av sinnesmarknadsföring-medvetet eller omedvetet. I takt med att konsumenternas krav på upplevelser ökar och fler butiker etablerar sig på marknaden blir det alltmer viktigt att skapa ett varumärke som kunden hela tiden har i sitt medvetande, det finns bara ett sätt och det är att vara kundens första val. För att nå dagens kräsna konsumenter gäller det att butikerna marknadsför sina varumärken, och det har man sett inte helt räcker till, vilket har medfört att nya grenar inom marknadsföringen tillkommit, sinnesmarknadsföring. Begreppet är relativt nytt i Sverige och syftar till att skapa ett emotionellt band mellan konsument och varumärke. Genom att stimulera konsumentens alla fem sinnen, smak, känsel, syn, hörsel och doftsinnet bidrar det till att kunden skapar det emotionella band till varumärket som eftersträvas. Studiens resultat bygger på en kvalitativ ansats där vi använt oss av två olika metoder, intervjuer med butikschefer och observationer i de butiker vi valt att studera. Butikerna vi har valt att arbeta med är Lindex, KappAhl och Byoung vilka alla ligger i centrumkärnan av Katrineholm. Vi har under vår studie kommit fram till att människans fem sinnen tycks mer betydande än vad man många gånger tidigare trott. Även att inte enbart förlita sig på synen som många butiker gör idag tycks vara en viktig del att komma ihåg i sitt varumärkesbyggande. Genom att använda så många sinnen som möjligt kan man få kunden att förknippa vissa känslor och tidigare upplevelser med varumärket. På så vis stärker man också därmed det emotionella bandet mellan kund och varumärke. / Is it possible to feel, taste, smell and hear a strong brand? Or are you only able to spot it with your eyes? In this report our main purpose was to answer these questions. The result and conclusion from this study are what you now hold in your hands. We have through interviews with three major retail chains and its store managers tried to get a clearer picture of how they work with the relatively new way to advertise on, through sensory marketing. We have made several observations and formed us a good indication of how each store uses sensory marketing- either conscious or unconscious. As consumer demand for experience grows and as more retailers enter the market, it becomes increasingly important to create a brand that customers always have in their consciousness. The only way to do this is to be the natural first choice. To reach today's discerning consumers in stores, it is important to market its brand. Because this has not seemed to be enough, new ways of marketing has been discovered, what we call sensory marketing. The concept is relatively new in Sweden and aims to create an emotional bond between consumer and brand. By stimulating consumer's five senses, taste, touch, sight, hearing and smell, it contributes to create the type of emotional bond that marketers endeavor to obtain. The findings of this study are based on qualitative approach and to do this we have used two different methods, both interviews with store managers and through observation of the stores itself. This study includes studies of three stores which are all located in the city heart of Katrineholm. These stores, Lindex, KappAhl and Byoung, have all helped to make this study possible. We have in our study concluded that man's five senses seem more significant than was often thought before. To not only rely on the sense of vision that many people seem to do, has also shown to be important when building a brand. By covering as many senses as possible, you can get the customer to associate certain feelings and past experiences with the brand. Hopefully, this also enhances the relationship between customer and brand.

Syfte: Syftet med denna uppsats är att få en djupare förståelse för vad företagen anser behövs för att upplevelser ska bli lyckade och minnesvärda. Vi vill även ta reda på vad företagen tycker utmärker en extraordinär upplevelse. Metod: Till vår uppsats har vi använt oss av en kvalitativ metod som består av semistrukturerade intervjuer, mejlintervjuer och en telefonintervju. Totalt har sex intervjuer utförts med sex olika upplevelseföretag. Slutsatser: Personal och deras bemötande är viktigt för att upplevelsen ska bli lyckad. Platsen där upplevelsen utövas har också stor betydelse och den kan utformas på ett sätt som mer eller mindre kan påverka besökarnas känslor. Upplevelserummet har en stor påverkan på helhetsintrycket. En minnesvärd upplevelse behöver involvera besökarnas känslor. Besökarna behöver känna sig delaktiga i upplevelsen och sinnena bör stimuleras för att upplevelsen ska bli minnesvärd. En extraordinär upplevelse verkar behöva innehålla de beståndsdelar som lyckade och minnesvärda upplevelser har. Den bör även vara utvecklande på ett personligt plan. / Purpose: The purpose of this thesis is to gain a deeper understanding of what companies think is needed for experiences to become successful and memorable. We would also want to know what companies think distinguishes an extraordinary experience. Methodology: For this essay we have used a qualitative method that consists of semistructured interviews, e-mail interviews and one telephone interview. In total, six interviews were conducted with six different experience companies. Conclusions: Staff and their attitude is important for the experience to be successful. The place is also very important and it can be designed in a way that more or less can affect visitors' emotions. The experience room has a large impact on the overall impression. A memorable experience need to involve visitors' emotions. Visitors need to feel part of the experience and the senses should be stimulated for the experience to be memorable. An extraordinary experience must contain the elements of a successful and a memorable experience. It should also be developing on a personal level.