Consumer satisfaction attribute mapping in hospitality industry through ZMET
by Shuvam Chatterjee; Mrinalini Pandey
International Journal of Business Innovation and Research (IJBIR), Vol. 20, No. 1, 2019

Abstract: The paper focuses on understanding brand awareness of consumers from an embedded cognitive state. Consumer's decision making for a brand mainly results from both conscious and non-conscious experiences that a consumer is been exposed to. Consumers preserve these brand knowledge and awareness in a non-conscious level of their mind. Marketers depend upon use of multi-sensory metaphors to bring out that digged-in knowledge. The researcher introduces ZMET as a method to elicitate hidden understanding about a consumer's decision making process by stimulating various human senses and understanding about the attributes that ultimately contributes in consumer decision making. The research would throw light on a qualitative example considering a hospitality industry by identifying the hidden metaphors that contribute in understanding the consumer's satisfaction for experiencing a particular service. This paper concludes with implications mainly for marketers so that they could better identify the decision making factors for consumers in the hospitality industry.

Online publication date: Wed, 21-Aug-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com