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Consumer satisfaction attribute mapping in hospitality industry through ZMET

Author

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  • Shuvam Chatterjee
  • Mrinalini Pandey

Abstract

The paper focuses on understanding brand awareness of consumers from an embedded cognitive state. Consumer's decision making for a brand mainly results from both conscious and non-conscious experiences that a consumer is been exposed to. Consumers preserve these brand knowledge and awareness in a non-conscious level of their mind. Marketers depend upon use of multi-sensory metaphors to bring out that digged-in knowledge. The researcher introduces ZMET as a method to elicitate hidden understanding about a consumer's decision making process by stimulating various human senses and understanding about the attributes that ultimately contributes in consumer decision making. The research would throw light on a qualitative example considering a hospitality industry by identifying the hidden metaphors that contribute in understanding the consumer's satisfaction for experiencing a particular service. This paper concludes with implications mainly for marketers so that they could better identify the decision making factors for consumers in the hospitality industry.

Suggested Citation

  • Shuvam Chatterjee & Mrinalini Pandey, 2019. "Consumer satisfaction attribute mapping in hospitality industry through ZMET," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 20(1), pages 87-105.
    • Handle: RePEc:ids:ijbire:v:20:y:2019:i:1:p:87-105
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    Cited by:

    1. Yoo, Jaeho & Choe, Yunseon & Lee, Gyehee, 2022. "Exploring pilgrimage value by ZMET: The mind of Christian pilgrims," Annals of Tourism Research, Elsevier, vol. 96(C).
    2. Shuvam Chatterjee & Pawel Bryla, 2023. "Mapping consumers’ semi-conscious decisions with the use of ZMET in a retail market setup," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(2), pages 221-232, June.

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