Visual and Scent as Sensory Marketing Tools in the Dental Care Services: An Experimental Research Design Approach
Main Article Content
Abstract
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.
Downloads
Metrics
Article Details
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.