The Relationship between Sensory Design and the Perceived Value of Service Quality: The Interactive Role of Strategic upgrading an Empirical Study of Retail Stores in Samawah

Authors

  • Jasim Rahi Kadim Federal board of supreme audit / Muthanna Control Directorate ,Sawa University, Almuthana, Iraq.
  • Shahad Baqer Jahil Department of Health Administration, College of Health & Medical Technology, Sawa University, Almuthana, Iraq.
  • Safaa K Kadhem Al Muthanna University- College of Administration and Economics ,Sawa University, Samawah, Iraq
  • Yousif Mousa Sabti Department of Health Administration, College of Health & Medical Technology, Sawa University, Samawah, Iraq
  • Abdullah Abdulmalike Neama Department of Business Administration, Collage of Administration and Economics, Almaaqal University, Basrah, Iraq.

DOI:

https://doi.org/10.48165/ijrse.2023.3.2.6

Keywords:

Sensory design, Service quality, Perceived value

Abstract

The current research aims to know the association between sensory design and  perceived value and the interactive effect of upgrading. The researcher distributed  (60) questionnaires in retail stores in the city of Samawah. The design contributes  to achieving the perceived value of the customer, and this was what the researcher  tried to prove by analyzing the data he obtained on the real role of SD in creating  customer value.  

References

Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York, 28(1), 35-37.

Abdelkader, O. A. (2015). Influences of Country-Of-Origin on Perceived Quality & Value According to Saudi Consumers of Vehicles. International Journal of Marketing Studies, 7(1), 93-105.

Akbar, M. M., & Parvez, N. (2009). Impact of service quality, trust, and customer satisfaction on customers loyalty. ABAC journal, 29(1).

Baden‐Fuller, C. (1995). Strategic Innovation, Corporate Entrepreneurship and Matching Outside‐in to Inside‐ out Approaches to Strategy Research 1. British Journal of Management, 6, S3-S16.

Bagot, J. D. (1999). Information, sensation et perception. A. Colin. Bellizzi, J. A., & Hite, R. E. (1992). Environmental color, con sumer feelings, and purchase likelihood. Psychology & mar keting, 9(5), 347-363.

Benzie, D. (1997). Information technology capability: Is our defi nition wide of the mark. Information technology: Supporting change through teacher education, 55-61.

Berghman, L. (2006). Strategic innovation capacity: a mixed method study on deliberate strategic learning mecha nisms (No. EPS-2006-087-MKT).

Bharadwaj, A. S. (2000). A resource-based perspective on infor mation technology capability and firm performance: an empirical investigation. MIS quarterly, 169-196.

Bharadwaj, A. S., Sambamurthy, V., & Zmud, R. W. (2002). Firmwide IT capability: An empirical examination of the construct and its links to performance. Emory University.

Bharadwaj, A., Sambamurthy, V., & Zmud, R. (1999). IT capa bilities: theoretical perspectives and empirical operational ization.

Bhatt, G. D., & Grover, V. (2005). Types of information technol ogy capabilities and their role in competitive advantage: An empirical study. Journal of management information sys tems, 22(2), 253-277.

Bhuian, S. N. (1997). Marketing cues and perceived quality: Perceptions of Saudi consumers toward products of the US, Japan, Germany, Italy, UK and France. Journal of Quality management, 2(2), 217-234.

Birznieks, I. (2003). Tactile sensory control of dexterous manipula tion in humans (Doctoral dissertation, Integrativ medicinsk biologi).

Bosmans, A. (2006). Scents and sensibility: when do (in) congru ent ambient scents influence product evaluations?. Journal of Marketing, 70(3), 32-43.

Breukel, A. W. V. (1996). Strategic IT, but not by ITself. On the relevance of the organisational context for strategic success with IT.

Burgelman, R. A. (1994). Fading memories: A process theory of strategic business exit in dynamic environ ments. Administrative Science Quarterly, 24-56.

Byrd, T. A., & Turner, D. E. (2001). An exploratory examination of the assocation between flexible IT infrastructure and competitive advantage. Information & Management, 39(1), 41-52.

Carr, N. G. (2003). IT doesn’t matter. Educause Review, 38, 24-38. Chan, S. L. (2000). Information technology in business pro cesses. Business Process Management Journal, 6(3), 224-237. Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congru

ency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.

Charitou, C. D., & Markides, C. C. (2003). Responses to disrup tive strategic innovation. MIT Sloan Management Review. Choi, E. J., & Kim, S. H. (2013). The study of the impact of per ceived quality and value of social enterprises on customer satisfaction and re-purchase intention. International jour nal of smart home, 7(1), 239-252.

Chowdhary, N., & Prakash, M. (2007). Prioritizing service qual ity dimensions. Managing Service Quality: An International Journal, 17(5), 493-509.

Clark, C. E., Cavanaugh, N. C., Brown, C. V., & Sambamurthy, V. (1997). Building change-readiness capabilities in the IS organization: Insights from the Bell Atlantic experi ence. MIS quarterly, 425-455.

Čoh, M. (2005). Dynamic capabilities in SMEs: the integration of external competencies in niche players in the IT indus try (Doctoral dissertation, Univerza v Ljubljani, Ekonomska fakulteta).

Cordón, C., & Vollmann, T. (2008). The power of two: How smart companies create win: win customer-supplier partnerships that outperform the competition. Springer.

Coyne, K. P., Buaron, R., Foster, R. N., & Bhide, A. (2000). Gaining advantage over competitors. McKinsey Quarterly. Day, G. S. (1994). The capabilities of market-driven organiza tions. Journal of marketing, 58(4), 37-52.

Dewett, T., & Jones, G. R. (2001). The role of information tech nology in the organization: a review, model, and assess ment. Journal of management, 27(3), 313-346.

Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: what are they?. Strategic management journal, 21(10‐11), 1105-1121.

Erdoğmuş, İ., & Büdeyri‐Turan, I. (2012). The role of person ality congruence, perceived quality and prestige on ready‐ to‐wear brand loyalty. Journal of Fashion Marketing and Management: An International Journal.

Falk, B., Quattelbaum, B., & Schmitt, R. (2010). Product Quality from the Customers’ Perspective–Systematic Elicitation and Deployment of Perceived Quality Information. In Proceedings of the 6th CIRP-Sponsored International Conference on Digital Enterprise Technology (pp. 211-222). Springer Berlin Heidelberg.

Feeny, D. F., & Willcocks, L. P. (1998). Core IS capabilities for exploiting information technology. MIT Sloan Management Review.

Frampton, K. (2006, April). Information technology architects: can we improve their capabilities?. In Proceedings of the 2006 ACM SIGMIS CPR conference on computer personnel research: Forty four years of computer personnel research: achievements, challenges & the future (pp. 348-350).

Freemantle, D. (2004). What customers like about you: adding emotional value: Nicholas Brealey.

Garud, R., & Nayyar, P. R. (1994). Transformative capacity: Continual structuring by intertemporal technology trans fer. Strategic management journal, 15(5), 365-385.

Gobe, M. (2001). The ties that bind emotional branding explores how companies must forge deeper connec tions with consumers by engaging their senses and emo tions. BRANDWEEK-NEW YORK-, 42(5), 23-28.

Goldsmith, R. E. (1999). The personalised marketplace: beyond the 4Ps. Marketing Intelligence & Planning.

Govidarajan, V., & Gupta, A. K. (2001). Strategic innovation: A conceptual road map. Business Horizons, 44(4), 3-3. Govindarajan, V., & Trimble, C. (2004). Strategic innovation and the science of learning. MIT Sloan Management Review. Govindarajan, V., & Trimble, C. (2005). Organizational DNA for strategic innovation. California Management Review, 47(3), 47-76.

Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California management review, 33(3), 114-135.

Griffin, A. (2008). New strategies for reputation management: gaining control of issues, crises & corporate social responsibil ity. Kogan Page Publishers.

Grönroos, C. (2000). Service management and marketing: A customer assocation management approach.

Grover, V., & Ramanlal, P. (1999). Six myths of information and markets: Information technology networks, electronic commerce, and the battle for consumer surplus. MIS quar terly, 465-495.

Hamel, G. (1998). Opinion: Strategy innovation and the quest for value. Sloan Management Review, 39(2), 7-14. Hamel, G., & Prahalad, C. K. (1990). The core competence of the corporation. Harvard business review, 68(3), 79-91. Hansen, M. T., & Birkinshaw, J. (2007). The innovation value chain. Harvard business review, 85(6), 121.

Harris, L. C., O’malley, L., & Patterson, M. (2003). Professional interaction: Exploring the concept of attraction. Marketing theory, 3(1), 9-36.

Hoegg, J., & Alba, J. W. (2007). Taste perception: More than meets the tongue. Journal of Consumer Research, 33(4), 490-498. Hultén, B. (2011). Sensory marketing: the multi‐sensory brand‐ experience concept. European business review, 23(3), 256- 273.

Johnson, J. L., Lee, R. P. W., Saini, A., & Grohmann, B. (2003). Market-focused strategic flexibility: Conceptual advances and an integrative model. Journal of the Academy of Marketing Science, 31(1), 74-89.

Kang, G. D., & James, J. (2004). Service quality dimensions: an examination of Grönroos’s service quality model. Managing Service Quality: An International Journal, 14(4), 266-277.

Keast, R. S., & Costanzo, A. (2015). Is fat the sixth taste primary? Evidence and implications. Flavour, 4(1), 1-7.

Kenyon, G. N., Sen, K. C., Kenyon, G. N., & Sen, K. C. (2015). The perception process. The Perception of Quality: Mapping Product and Service Quality to Consumer Perceptions, 41-50.

Keskin, E. (2003). Information technology: analysis of its effects in selected Turkish companies (Master›s thesis, Middle East Technical University).

Keskin, Ekin, (2003), Information Technology: Analysis of its Effects in Selected Turkish Companies, Master of Science, The Middle East Technical University, Turkey.

Kim, J. B., Koo, Y., & Chang, D. R. (2009). Integrated brand experience through sensory branding and IMC. Design Management Review, 20(3), 72-81.

Kim, W. C., & Mauborgne, R. (1999). Strategy, value innova tion, and the knowledge economy. MIT Sloan Management Review.

Koivisto, T. (2005). Developing strategic innovation capability of enterprises. Theoretical and methodological outlines of inter vention. Espoo: VTT Publications.(ProACT).

Korda, A. P., & Snoj, B. (2010). Development, validity and reli ability of perceived service quality in retail banking and its assocation with perceived value and customer satisfac tion. Managing Global Transitions, 8(2), 187.

Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of consumer psychology, 22(3), 332-351.

Krishna, A. (Ed.). (2011). Sensory marketing: Research on the sen suality of products. Routledge.

Krishna, A. (Ed.). (2011). Sensory marketing: Research on the sen suality of products. Routledge.

Krishna, A., & Morrin, M. (2008). Does touch affect taste? The perceptual transfer of product container haptic cues. Journal of Consumer Research, 34(6), 807-818.

Krishna, A., Lwin, M. O., & Morrin, M. (2010). Product scent and memory. Journal of consumer research, 37(1), 57-67. Lee, A. (1999). Inaugural editor’s comments. Mis Quarterly, v-xi. Leidner, D. E., Jarvenpaa, S. L., Alavi, M., Wheeler, B. C., Valacich, J. S., Lee, D. M., ... & Scudder, R. A. (1995). MIS Quarterly Contents. Information Systems, 19(3).

Linder, J. C., Jarvenpaa, S., & Davenport, T. H. (2003). Toward an innovation sourcing strategy. MIT Sloan management review, 44(4), 43.

Lindgreen, A., & Wynstra, F. (2005). Value in business markets: What do we know? Where are we going?. Industrial market ing management, 34(7), 732-748.

Lindstrom, M. (2005). Broad sensory branding. Journal of Product & Brand Management.

Los, M. (2000). Creativity and technological innovation in the United States. Research Technology Management, 43(6), 25. Magretta, J., (2002), Why Business Models Matter. Harvard Business Review, 80 (5), May.

Markides, C. (1997). Strategic innovation. Sloan management review, 38(3).

Markides, C. (1998). Strategic innovation in established compa nies. MIT Sloan Management Review.

Markides, C. (2001). Strategy as balance: from “either‐or” to “and”. Business Strategy Review, 12(3), 1-10.

Markides, C. C. (1999). A dynamic view of strategy. MIT Sloan Management Review.

Markides, C. C., & Anderson, J. (2006). Creativity is not enough: ICT‐enabled strategic innovation. European Journal of Innovation Management.

Markus, M. L., & Robey, D. (1988). Information technology and organizational change: Causal structure in theory and research. Management science, 34(5), 583-598.

Medina-Garrido, J. A., & Ruiz-Navarro, J. (2003). IT and dynamic capabilities. International Journal of Information Technology, 9(1), 47-66.

Mintzberg, H., & Westley, F. (2001). It’s not what you think. Mithas, S., Ramasubbu, N., Krishnan, M. S., & Sambamurthy, V. (2005). Information technology infrastructure capa bility and firm performance: An empirical analysis. Ann Arbor, 1001, 48109-1234.

Mithas, S., Ramasubbu, N., Krishnan, M. S., & Sambamurthy, V. (2005). Information technology infrastructure capa bility and firm performance: An empirical analysis. Ann Arbor, 1001, 48109-1234.

Mitra, D., & Golder, P. N. (2006). How does objective qual ity affect perceived quality? Short-term effects, long-term effects, and asymmetries. Marketing Science, 25(3), 230-247.

Morrin, M., & Ratneshwar, S. (2003). Does it make sense to use scents to enhance brand memory?. Journal of Marketing Research, 40(1), 10-25.

Nambisan, S. (2002). Designing virtual customer environments for new product development: Toward a theory. Academy of Management review, 27(3), 392-413.

Pal, M. N., & Choudhury, K. (2009). Exploring the dimensional ity of service quality: an application of topsis in the Indian banking industry. Asia-Pacific Journal of Operational Research, 26(01), 115-133.

Pang, S. M. (2015). Factors Influencing Consumers Willingness to Purchase Private Label Brands (Doctoral dissertation, UTAR).

Pearson, A. E. (2002). Tough-minded ways to get innova tive. Harvard Business Review, 80(8), 117-124.

Peck, J. (2010). Does touch matter? Insight from haptics in research marketing. Krishna, Sensory Marketing (pp. 17-29).

Peck, J., & Wiggins, J. (2006). It just feels good: Customers’ affective response to touch and its influence on persua sion. Journal of Marketing, 70(4), 56-69.

Peppard, J., & Ward, J. (2004). Beyond strategic information systems: towards an IS capability. The Journal of Strategic Information Systems, 13(2), 167-194.

Pitt, M., & Clarke, K. (1999). Competing on competence: A knowledge perspective on the management of strategic inno vation. Technology Analysis & Strategic Management, 11(3), 301-316.

Porter, M. E. (1996). Operational effectiveness is not strat egy. Harvard Business Review, 74(6), 61-78.

Powell, T. C., & Dent‐Micallef, A. (1997). Information technol ogy as competitive advantage: The role of human, business, and technology resources. Strategic management jour nal, 18(5), 375-405.

Pramongkit, P., & Shawyun, T. (2002, August). Strategic IT framework for modern enterprise by using information technology capabilities. In IEEE International Engineering Management Conference (Vol. 1, pp. 79-84). IEEE.

Prasad, V. K., Ramamurthy, K., & Naidu, G. M. (2001). The influence of Internet–marketing integration on marketing competencies and export performance. Journal of interna tional marketing, 9(4), 82-110.

Ravichandran, T., & Lertwongsatien, C. (2002). Impact of information systems resources and capabilities on firm performance: A resource-based perspective. ICIS 2002 Proceedings, 53.

Ravichandran, T., Lertwongsatien, C., & Lertwongsatien, C. (2005). Effect of information systems resources and capa bilities on firm performance: A resource-based perspec tive. Journal of management information systems, 21(4), 237-276.

Rodrigues, C., Hultén, B., & Brito, C. (2011). Sensorial strategies for value co-creation. Innovative Marketing, 7(2), 47-54. Ross, J. W., Beath, C. M., & Goodhue, D. L. (1996). Develop

long-term competitiveness through IT assets. MIT Sloan Management Review.

Sabherwal, R. (1999). The assocation between information system planning sophistication and information system success: an empirical assessment. Decision sciences, 30(1), 137-167.

Sambamurthy, V., & Zmud, R. W. (1992). Managing IT for success: The empowering business partnership. Financial Executives Research Foundation.

Sambamurthy, V., Bharadwaj, A., & Grover, V. (2003). Shaping agility through digital options: Reconceptualizing the role of information technology in contemporary firms. MIS quarterly, 237-263.

Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th. NY: Prentice Hall, 15-36.

Schlegelmilch, B. B., Diamantopoulos, A., & Kreuz, P. (2003). Strategic innovation: the construct, its drivers and its strate gic outcomes. Journal of strategic marketing, 11(2), 117-132.

Schmitt, R., & Kristes, D. (2008). Unternehmerisches Qualitätsmanagement-Innovationstreiber Perceived Quality. MQ Management und Qualität, 4(4), 26-27.

Schwarz, N. (2012). Feelings-as-information theory. Handbook of theories of social psychology, 1, 289-308.

Sniukas, M. (2007). Strategic innovation: a synthesis of the current debate. na.

Stojanov, I. (2012). Perceived quality-An empirical testing of marketing theories: A case study on the imported baby foods market in Bulgaria.

Stolla, C., & Doujak, A. (2008). Strategic innovation: building new growth businesses. M. G. Moeller (Ed.). Goldegg-Verlag. Stone-Romero, E. F., Stone, D. L., & Grewal, D. (1997).

Development of a multidimensional measure of perceived product quality. Journal of quality management, 2(1), 87-111.

Stylidis, K., Wickman, C., & Söderberg, R. (2015). Defining per ceived quality in the automotive industry: An engineering approach. Procedia CIRP, 36, 165-170.

Suhonen, T., & Tengvall, J. (2009). Branding in the air: A study about the impact of sensory marketing.

Tallon, P. P. (2008). Inside the adaptive enterprise: an informa tion technology capabilities perspective on business process agility. Information technology and management, 9, 21-36.

Terry Anthony Byrd, D. E. T. (2000). Measuring the flexibility of information technology infrastructure: Exploratory analy sis of a construct. Journal of management information sys tems, 17(1), 167-208.

Tingchi Liu, M., Brock, J. L., Cheng Shi, G., Chu, R., & Tseng, T. H. (2013). Perceived benefits, perceived risk, and trust: Influences on consumers’ group buying behaviour. Asia pacific journal of marketing and logistics, 25(2), 225-248.

Toivonen, R. (2011). Dimensionality of quality from a cus tomer perspective in the wood industry. Dissertationes Forestales, 114(2011), 71.

Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International journal of consumer studies, 30(2), 207-217.

Van der Heijden, H. (2000). Measuring IT core capabilities for electronic commerce: results from a confirmatory factor analysis.

Venkatraman, N., Henderson, J. C., & Oldach, S. (1993). Continuous strategic alignment: Exploiting information technology capabilities for competitive success. European Management Journal, 11(2), 139-149.

Wade, M., & Hulland, J. (2004). The resource-based view and information systems research: Review, extension, and sug gestions for future research. MIS quarterly, 107-142.

Wang, C. L., & Ahmed, P. K. (2007). Dynamic capabilities: A review and research agenda. International journal of man agement reviews, 9(1), 31-51.

Webber, A. M. (2000). Why can’t we get anything done. Fast Company, 35, 168.

Weill, P., & Broadbent, M. (2000). Managing IT infrastructure: a strategic choice. Framing the domains of it management, 329-353.

Xiaobo, W., Gang, F., & Zengyuan, W. (2006). The dynamic IT capabilities and firm agility: a resource-based perspec tive.

Zaheer, A., & Zaheer, S. (1997). Catching the wave: Alertness, responsiveness, and market influence in global electronic networks. Management science, 43(11), 1493-1509.

Zhang, M. (2005). Information technology capability, organiza tional culture, and export performance. Washington State University.

Zhang, M., Sarker, S., & McCullough, J. (2008). Measuring infor mation technology capability of export-focused small or medium sized enterprises in China: Scale development and validation. Journal of Global Information Management (JGIM), 16(3), 1-25.

Downloads

Published

2023-07-02

Issue

Vol. 3 No. 2 (2023): International Journal of Rehabilitation and Special Education,(Oct) 2023

Section

Articles

License

Copyright (c) 2023 International Journal of Rehabilitation and Special Education (IJRSE)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Kadim, J.R., Jahil, S.B., Kadhem, S.K., Sabti, Y.M., & Neama, A.A. (2023). The Relationship between Sensory Design and the Perceived Value of Service Quality: The Interactive Role of Strategic upgrading an Empirical Study of Retail Stores in Samawah . International Journal of Rehabilitation and Special Education (IJRSE) , 3(2), 47–57. https://doi.org/10.48165/ijrse.2023.3.2.6
Crossref
Scopus
Google Scholar
Europe PMC