The olfactory experience (in retail) scale: construction, validation and generalization

IF 7.8 2区管理学 Q1 MANAGEMENT

Journal of Service Management Pub Date : 2022-07-14 DOI:10.1108/josm-05-2021-0173

Subhadip Roy, Priyanka Singh

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引用次数: 1

Abstract

PurposeMeasurement scales for sensory experience in retailing exist for sight, touch and sound. In the present study, the authors aim to develop the olfactory experience (OEX) scale in the context of retailing.Design/methodology/approachBased on literature review and six studies that follow standard scale development protocols (combined n = 1,203), the authors develop and validate a three-dimensional OEX scale. The scale is further validated in the final study in a different market set-up than the first five.FindingsThe authors found the three dimensions of OEX as (scent) company, congeniality and congruity. The OEX scale is found to be generalizable and valid across different cultural and market set-ups. In addition, the OEX (i.e. the scale) was found to effect psychological and behavioral outcomes of the consumer in a significant manner.Research limitations/implicationsThe present study contributes to the domain of sensory experience in retailing with the OEX scale and provides three new dimensions of OEX for the academicians to further explore.Practical implicationsThe OEX scale provides a ready to use tool for the retailer to gauge the level of OEX in the store and to predict consumer attitudes and behavior.Originality/valueThe study is the first to develop a scale for OEX in retailing or for that matter in consumer behavior.

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嗅觉体验(零售)规模:构建、验证与推广

目的建立零售感官体验的视觉、触觉和听觉量表。在本研究中，作者旨在开发零售情境下的嗅觉体验(OEX)量表。设计/方法/方法基于文献综述和遵循标准量表开发协议的六项研究(合计n = 1203)，作者开发并验证了三维OEX量表。在最后的研究中，量表在不同于前五个的市场环境中得到进一步验证。结果:研究人员发现，OEX的三个维度为(气味)陪伴、亲和性和一致性。研究发现，OEX量表在不同的文化和市场背景下是可推广和有效的。此外，我们发现OEX(即量表)对消费者的心理和行为结果有显著的影响。研究的局限与启示本研究对零售感官体验的研究领域做出了贡献，并提供了三个新的维度供学者们进一步探索。实际意义OEX量表为零售商提供了一个随时可用的工具来衡量商店的OEX水平，并预测消费者的态度和行为。独创性/价值这项研究首次为零售业或消费者行为中的OEX开发了一个尺度。

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来源期刊

Journal of Service Management MANAGEMENT-

CiteScore

19.20

自引率

9.40%

发文量

期刊介绍： The Journal of Service Management (JOSM) centers its scope on research in service management. It disseminates papers showcasing distinctive and noteworthy contributions to service literature, serving as a communication platform for individuals in the service management field, transcending disciplines, functional areas, sectors, and nationalities. The journal publishes double-blind reviewed papers emphasizing service literature/theory and its practical applications.