Visual and Scent as Sensory Marketing Tools in the Dental Care Services: An Experimental Research Design Approach

The objective of this research is to examine the effect of visual and scent on perceived intimacy of a service provider and consumers’ dental anxiety, in the context of the healthcare industry, specifically dental clinic service. Further, this study also examined the possibility of interaction effec...

Full description

Saved in:
Bibliographic Details
Published in:Turkish journal of computer and mathematics education 2021-04, Vol.12 (3), p.5095-5104
Main Authors: Pradika, Dikta, Nyssa, Isabella, Soesilo, Primidya KM
Format: Article
Language:English
Subjects:
Anxiety
Aromatherapy
Behavior
Clinics
Cold
Communication
Consumers
Context
Customers
Data processing
Dental care
Dentistry
Design
Electronic devices
Health care industry
Intimacy
Marketing
Perceptions
Research Design
Sampling
Sampling methods
Senses
Visual effects
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The objective of this research is to examine the effect of visual and scent on perceived intimacy of a service provider and consumers’ dental anxiety, in the context of the healthcare industry, specifically dental clinic service. Further, this study also examined the possibility of interaction effect of visual and scent on both variables. A 2x2, full factorial, an experimental research design was conducted throughout a four-day experiment in a marketing lab of a large private university in Indonesia. The tools needed to analyse the data are SPSS data processing devices. Sampling method used in this study is nonprobability sampling - purposive sampling by making criteria to have visited a dental clinic. This research managed to collect a total of 144 samples. Findings show that visuals only have a significant effect on store intimacy and dental anxiety. Scent has no significant effect on any of the variables we study. Additionally, we found no interaction effect between visual and scent in this context.
ISSN:1309-4653
1309-4653
DOI:10.17762/turcomat.v12i3.2042