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In this video, MARKO SARSTEDT analyzes the long-term effects of ambient scents in sensory rich environments. Having identified an ideal industry partner in the German railway corporation, die Deutsche Bahn, the research team deployed a specially created scent in train compartments over a 4 month period. Regular commuters were surveyed about their perceptions of service though 9 study waves. As expected, assessments of the service improved with the introduction of the scent but researchers were surprised to find that there was no drop off in perceived service quality over the duration of the study, even when the scent was no longer in use. As Sarstedt explains, though further research is needed to assess their impact over even longer periods, ambient scents can provide a highly effective and economical way for companies to improve their customers’ experiences.
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Short-and Long-Term Effects of Nonconsciously Processed Ambient Scents in a Servicescape: Findings from Two Field Experiments
Journal of Service ResearchPublished in 2019