What colour and light do in service atmospherics: A neuro-marketing perspective

Emrah Ozkul, Hakan Boz, Bilsen Bilgili, Erdogan Koc

Araştırma sonucu: Kitap/Rapor/Konferans sürecindeki bölümKitap bölümü / Bölümbilirkişi

19 Alıntılar (Scopus)

Özet

This chapter explains the role and potential of colour and lighting as two important elements of the service atmosphere in tourism and hospitality service encounters. The chapter first explains the importance of colour and lighting in services from the perspective of customers’ sensory perceptions. Then, the chapter provides examples to demonstrate how psychological/neuro-marketing tools of Eye Tracker and Facial Recognition, Galvanic Skin Response (GSR) and Heart Rate (HR) can be used to understand the role of colour and lighting in customer satisfaction in tourism and hospitality service encounters. Based on this perspective, the study offers recommendations to design service environments in terms of colour and lighting.

Orijinal dilİngilizce
Ana bilgisayar yayını başlığıAdvances in Culture, Tourism and Hospitality Research
YayınlayanEmerald Group Publishing Ltd.
Sayfalar223-244
Sayfa sayısı22
DOI'lar
Yayın durumuYayınlanan - 2019

Yayın serisi

AdıAdvances in Culture, Tourism and Hospitality Research
Hacim16
ISSN (Basılı)1871-3173

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