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Customer experience is increasingly recognized as a source of competitive advantage. Customer experience refers to customers' responses and reactions to cues within touchpoints along customer journeys. Nowadays, customers often interact with online touchpoints – such as social media, websites, or e-commerce – in their customer journeys. Given that customer experience is multidimensional, this chapter addresses the following question: How can sensorial experiences be triggered in online touchpoints? Based on a review of the literature on customer experience and sensory marketing, four challenges in triggering sensorial experiences in online touchpoints are identified: (1) limited sensorial cues, (2) lack of thematic congruence between online and offline touchpoints, (3) sensory overload, and (4) lesser control over sensorial cues. Then, two routes through which organizations can trigger sensorial experiences in online touchpoints are proposed: (1) directly influencing sensations through sensory-enabling technologies, and (2) indirectly influencing sensorial perceptions through the use of sensory and nonsensory cues. The chapter closes with a presentation of a model that describes the process of triggering sensorial experiences in online touchpoints as well as a checklist of relevant questions for practitioners who wish to do so.

The purpose of this study was to explore the impact of information on origin, “typicalness”, production method and flavour on the willingness to pay and the sensorial appreciation of Tuscan sanguinaccio (Italian Salami).

The goal of the study was to explore how differences between willingness to pay and sensorial appreciation (measured using a hedonic score) for the three types are influenced by the nature of the sensorial and non-sensorial information available to the consumer. To evaluate reaction to sensorial information, typical information regimes used in works on degree of disconfirmation (Schifferstein, 2001) were adopted, that is, visual examination of the product with indication of the name and tasting of the labelled product.

Analysis of the results of the experiments indicates that Mallegato and Biroldo have particular characteristics that make it critical to promote them to a vast public. The information on the production methods and ingredients seemed to interact negatively with the sensorial perception of the product after tasting, probably because of the presence of blood and other problematic components (for example, components of the pig head in Biroldo) among the ingredients.

Limited size of the sample and a gastronomic niche product analyzed.

The negative influence of the processed information has to be considered to efficiently communicate the typicalness of these salami products. In fact, whilst for other traditional products, different kinds of information related to process, raw materials, recipes and, more generally, tradition can be jointly used to increase the arousal and the expectation on products quality characteristics, in this case, the communication strategy has to carefully consider the limit of these product components.

For the first time the use of experimental auctions investigate the role of problematic information, such as the presence of blood, on consumers’ preference towards a typical gastronomic product.

This paper aims to investigate how the physical and sensory environmental triggers interact with subjective consumer evaluations in the production of shopping experiences, an under-investigated theme, despite its relevance.

An interpretative multi-method approach was used by combining video observation with camera eyeglasses and in-depth interviews with 30 customers of a department store.

Results offer a holistic framework with four-dimensional axial combination involving physical comfort, psychological comfort, physical product evaluation and sensorial product evaluation. Based on this framework, results highlight the role of comfort and products in producing shopping experience in ordinary store visits.

The findings contribute both to consumer experience studies and to the retail marketing literature in shading a light on experience production in ordinary store visits. Specifically, we detail these visits not as a static response to a given environment stimulus, but as a simultaneous objective and subjective combination able to produce experience.

The results encourage managers to understand the experience production not just as an outcome of managerially influenced elements, like décor or odor. It involves considering subjective elements in the design of consumers’ physical and sensorial retail experiences.

Adopting an innovative method of empirical data collection, results generated a framework that integrates the objective shopping environment and subjective consumer responses. This research considers the role of comfort and product features and quality both physically and sensorially to develop experiences in a holistic manner in ordinary shopping visits.

From literature, an uncovered issue around the customer-based brand equity (CBBE) is detected: the influence of sensorial preferences on the relationship between social media communication and CBBE. The purpose of this paper is to investigate the effects produced by social media brand communication – both firm-created content (FCC) and user-generated content (UGC) – on CBBE, according to the sensorial preferences in the beer industry.

A literature review has been used to develop a research model and hypotheses. The research is based on online survey carried out on a sample of 183 valid questionnaires of Italian active fans and followers in the beer industry. A multi-group analysis applied to structural equation modeling is used.

The sensory dimension prevails limiting the operating range of brand awareness that does not strongly affect CBBE. In brand equity development’ process, non-sensorial users do not consider sensorial preferences. The brand equity can become stronger by stimulating the reaction of customers through firms’ communication by using social media platforms. Therefore, the quality of peer interactions in the social media communication has a positive impact on brand loyalty. When firms use social media communication to increase overall brand equity, they have to foster and monitor FCC and UGC responses that affect different CBBE components.

The paper provides empirical evidence about the relationship between social media communication and CBBE, according to the importance given to sensorial preferences by beer lovers. This can be considered as the first study on this specific topic focused on the CBBE issue.

Providing improved access to nature within educational settings can promote stronger child–nature connections and is conditional on making evidence-based decisions for the planning, design and refurbishment of school architecture. The study offers insight into ways of reconnecting children with nature by examining the distribution and classification of diverse natural elements for enhancing children's visual and non-visual experiences of educational environments.

This study combines quantitative and qualitative analysis of data gathered through measurement and observation at three schools in Glasgow, with a total of 75 students, to identify key issues influencing child–nature multi-sensorial connections within indoor and outdoor environments and on building envelopes and layouts. It applies children's open-questions and diagrams to investigate children's discovery of nature, their feelings around natural attributes and their environmental preferences within school contexts.

This study's findings reveal that architectural features and landscape settings have significant influence on the quantitative and qualitative degrees of children's natural exploration through visual and non-visual sensorial modalities and environmental preferences.

The limitations of this study are that the data was gathered in the Spring season and with different groups of children from The Glasgow Academy who received the same educational curriculum. Thus, there is a need for further investigation on children's experiences of nature based on temporal and contextual differences, and varying educational-socio-cultural and economic factors.

The findings suggest that applications of natural diversity, accessible and flexible pathways and indoor natural settings, are potential approaches to connect children with nature within their study and play environments.

The authors provide a deeper understanding of how nature-based settings, including indoor and outdoor environments, constructively benefit children's multi-sensorial experiences, knowledge and biophilic feelings toward nature.

Proximity to nature is essential to a child’s development. Well-designed educational environments are crucial to supporting this proximity, particularly in the early years of schooling. The purpose of this paper is to measure children’s experiences of nature within three primary school spaces at various locations in Glasgow, Scotland. The methodology for measuring children’s visual and non-visual sensory experiences is developed to evaluate the connection between naturalness values and spatial environmental qualities across varying “Child–Nature–Distance” ranges.

The approach associates children’s multiple layers of sensory modalities with particular attributes of the spatial environment within primary schools to determine the level of naturalness that children experience, in both internal and external spaces.

The study finds that children’s experiences are significantly influenced by factors relating to urban setting, built environment master planning, architectural features and interior design.

Apart from primary school architecture for children, this methodology could be fully developed to the comprehensive human–nature relationship under the impacts of physical features and societal of other diversified environments in a future study. However, the offering reasonable primary school architecture for a proper children’s multi-sensorial experience with natural environment cannot thoroughly established with a quantitative aspect by the present study only. More qualitative research is recommended to examine the process of altering from “cause” to “perceived” nature of users’ cognitions, attitudes and behaviours within the exposure proximity to nature.

The methodology for measuring visual and non-visual sensorial experiences of nature, and its application to children’s learning and leisure spaces within primary school architecture could offer a tool for assessing current schools, and evaluating future design proposals for new schools.

The authors argue that the applicationof this method can support design decision making for refurbishing schools at the micro level, and in planning urban development involving proposals for new schools at the macro level.

The purpose of this paper is to propose a new framework on sensorial place brand identity.

This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity.

By relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image.

This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.

For cloths having direct contact with the skin, comfort properties are a priority than the physical and mechanical properties. Innerwear clothes should induce pleasant feelings because they have a direct influence on human psychological satisfaction, health and work efficiency. The purpose of this study is to investigate the impact of cotton fiber parameters on the sensorial comfort of woven fabrics.

Four types of cotton fiber with different fineness, mean length, uniformity index, short fiber content, strength and elongation were used to develop yarns used to weave fabric samples. Kawabata evaluation system (KES) was used to analyze the fabrics’ sensorial comfort.

Results showed that cotton fiber parameters have a significant effect on surface friction and roughness properties. Low stress tensile, tensile resilience and tensile strain properties were affected by fiber micronaire, mean length, uniformity index, short fiber content, fiber strength and elongation. However, fabric shear, bending and compression properties were least dependent on fiber parameters. The correlation of the dependent variable and the independent variable was also statistically analyzed and reported. From the results, it was shown that cotton fiber parameters play a significant role in woven fabrics’ sensorial comfort.

The cloths that are in contact with the skin can be developed using the results of these studies to feel pleasant. This will, in turn, have a direct effect on the customer's psychological satisfaction, health and work performance.

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social, cognitive, affective and sensorial). In this research, the contribution of the sensorial dimension to CSE research is emphasized. Senses are especially important in forming perceptions within servicescapes that are typically rich in sensory stimuli.

This study systematically identifies 258 articles published between 1994 and 2018 in services and marketing journals. The analysis uses a text mining approach with the Leximancer software to extract research concepts and their relationships.

The results demonstrate a shift from CSE research focused on brands and products toward value and interaction, around three focal areas: service system architecture, with its value creation processes; servicescape, with an increasingly digital interaction interface and outcome measures, with a stronger focus on emotional and relational metrics. In CSE research, the physical, social and cognitive dimensions are mostly researched in the focal areas of servicescape and outcome measures. Although important in practice, the sensorial dimension is the least investigated CSE dimension in service marketing research. Text mining insights demonstrate rich opportunities for sensorial research, particularly in studies on servicescape.

The synthesis will inform managers and service providers which elements of CSE are most relevant to customers when forming perceptions. These insights help service providers to control, manage and design (multi)-sensory stimuli that influence how customers will make sense of the servicescape.

This research is one of the first studies to examine the conceptual structure of CSE with a text mining approach that systematically analyzes a large set of articles, therein reducing the potential for researchers’ interpretative bias. The paper provides an assessment of the role of the largely neglected but crucial sensorial dimension, and offers future research suggestions into this emerging topic.