Correlations among Sensory and Cognitive Impressions of Spas in Vietnam
Keywords:Sensory, Attribute, Servicescape, Perception
Sensory perception in general is the foremost important component of perception since it is significant with the formation of cognitive perception. However, the importance of each sensory component remains largely unknown. In this study, spa customers’ perception was examined. By analyzing reviews of spas in Vietnam, this study found that customers relied more on the visual memory when recalling their experiences. However, it is the impression of a given taste or smell that significantly correlated with customers’ perception of certain cognitive elements, such as price and value, and friendliness and politeness. Therefore, it is recommended that spa managers in Vietnam should focus more on the gustatory and olfactory elements when creating and maintaining their sensory servicescapes. Limitations of the study and directions for future research are also discussed.
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