The Causal Model of Olfactory, Experiential Marketing, Approach Behavior toward Repurchase Intention of the Consumers Using Spa Service in Bangkok
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Abstract
Due to the intense competition in spa business in Thailand, the implementation of an experiential marketing strategy using scent as a stimulus can create a differentiated and impressive experience motivating consumers to use the service repeatedly. The objectives of the research were to test the congruence of the causal model and study the influences of the olfactory, experiential marketing, and approach behavior toward repurchase intention of the consumers using spa service in Bangkok. The samples were selected by using simple sampling from consumers who had used spa service in Bangkok. The total number of consumers was 500 consumers. The data collection tool was the questionnaires. The data were analyzed with structural equation modeling. The finding revealed that the model was congruent with the empirical data, based on 2 = 46.89, df = 36,
2 /df = 1.30, p-value = 0.11, GFI = 0.99, AGFI = 0.96, RMR = 0.020, RMSEA = 0.03. The influences of the olfactory, experiential marketing, and approach behavior toward repurchase intention of the consumers using spa service at the .01 significance level, found that olfactory has a direct influence on repurchase intention of the consumers using spa service, and has an indirect influence on repurchase Intention of the consumers using spa service via experiential marketing and approaching behavior. Experiential marketing has a direct influence on repurchase intention of the consumers using spa service and has an indirect influence on repurchase intention of the consumers using spa service via approach behavior. Approach behavior has a direct influence on repurchase intention of the consumers using spa service. Therefore, spa operators use the scent, other stimulus and experiential marketing to create consumers’ responses and repeat purchase.
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