Olfactory associations around space perception and the service received by members of a fund of employees in Manizales

Gallego López, Felipe Antonio; Mejía Gallo, Salomón

doi:https://doi.org/10.22395/angr.v17n34a13

Associações olfativas em torno à percepção do espaço e do serviço recebido pelos associados a um fundo de apoio aos funcionários em Manizales;
Asociaciones olfativas en torno a la percepción del espacio y el servicio recibido por los asociados a un fondo de empleados en Manizales

dc.creator	Gallego López, Felipe Antonio
dc.creator	Mejía Gallo, Salomón
dc.date	2019-06-14
dc.date.accessioned	2019-10-04T18:45:25Z
dc.date.available	2019-10-04T18:45:25Z
dc.identifier.issn	1692-2522
dc.identifier.uri	http://hdl.handle.net/11407/5426
dc.description	This paper shows the results obtained in a research on sensory marketing and its influence on the shopping experience, which seeks to contribute knowledge to the sensory marketing field and its importance in making memorable experiences for the public. In this way it is intended to understand if a particular scent can be related to the experience of the service received in the facilities of fund of employees in Manizales through a quantitative-descriptive research with a quasi-experimental correlational scope. In the first week, 301 people who entered the facilities of the fund of employees without any scent scheme were interviewed. In the second week, an intervention was made: 301 surveys were collected from people who entered the same facilities, but this time with a scent scheme, and who rated the same variables. Surveys were systematized in a Microsoft Excel 2013® spreadsheet, and the statistical analysis was carried out with the IBM SPSS v. 2.1. software. Internal consistency was verified with Cronbach’s alpha of 0.856. Also, the population was characterized, and ordinal associations were established by the Gamma coefficient of Goodman and Kruskal. In addition, the possible associations were verified with a Chi-square test. One of the most important results of the study showed that smell stimulation can be linked in a positive way in the perception of the attention variables regarding service and cleaning.	eng
dc.description	O presente artigo mostra os resultados obtidos na pesquisa sobre marketing sensorial e sua influência na experiência de compra, que busca oferecer conhecimento ao campo do marketing sensorial e sua importância na construção de experiências memoráveis para os públicos. Dessa forma, visa-se compreender se um aroma pode estar relacionado com a experiência do serviço recebido nas instalações de um fundo de empregados de Manizales por meio de uma pesquisa quantitativa-descritiva de alcance correlacional quasi-experimental. Na primeira semana, indagou-se a percepção de 301 pessoas que ingressaram nas instalações de um fundo de apoio a funcionários sem intervenção de qualquer esquema de aroma. Na segunda semana, fez-se uma intervenção e entrevistou-se 301 pessoas que ingressaram e que qualificaram as mesmas variáveis no espaço já aromatizado. Os questionários foram sistematizados em uma matriz em Microsoft Excel 2013® para, posteriormente, realizar a análise estatística com o IBM SPSS v. 21. Verificou-se a consistência interna com alfa de Cronbach de 0,856, caracterizou-se a população e estabeleceram-se associações ordinais por meio do coeficiente Gama de Goodman e Kruskal, adicionalmente as possíveis associações foram comprovadas com o teste Qui-quadrado. Um dos resultados mais importantes do estudo demonstrou que o estímulo do sentido do olfato pode ser associado de maneira positiva na percepção das variáveis de atendimento no serviço e na limpeza.	por
dc.description	El presente artículo muestra los resultados obtenidos en la investigación sobre marketing sensorial y su influencia en la experiencia de compra, el cual busca aportar conocimiento al campo del marketing sensorial y su importancia en la construcción de experiencias memorables para los públicos. De esta forma se quiere comprender si un aroma puede relacionarse con la experiencia del servicio recibido en las instalaciones de un fondo de empleados de Manizales por medio de una investigación cuantitativa-descriptiva de alcance correlacional cuasiexperimental. En la primer semana se indagó en la percepción a 301 personas que ingresaron a las instalaciones del fondo de empleados sin intervención de algún esquema de aroma. Para la segunda semana se hizo una intervención, se recolectaron 301 encuestas a las personas que ingresaron y que calificaron las mismas variables en el espacio ya aromatizado. Se sistematizaron los cuestionarios en una matriz en Microsoft Excel 2013® para, posteriormente, realizar el análisis estadístico con el IBM SPSS v. 21. Se verificó la consistencia interna con alfa de Cronbach de 0,856, se caracterizó la población y se establecieron asociaciones ordinales mediante el coeficiente Gamma de Goodman y Kruskal, adicionalmente se comprobaron con la prueba Chi-cuadrado las posibles asociaciones. Uno de los resultados más importantes del estudio demostró que la estimulación del sentido del olfato puede asociarse de manera positiva en la percepción de las variables de atención en el servicio y limpieza.	spa
dc.description.uri	https://revistas.udem.edu.co/index.php/anagramas/article/view/2483	spa
dc.format	application/pdf
dc.format	PDF
dc.format.extent	p. 255-269
dc.format.medium	Electrónico	spa
dc.language.iso	spa
dc.language.iso	eng
dc.publisher	Universidad de Medellín
dc.relation	https://revistas.udem.edu.co/index.php/anagramas/article/view/2483
dc.relation.ispartof	Anagramas Rumbos y Sentidos de la Comunicación
dc.relation.ispartofseries	Anagramas Rumbos y Sentidos de la Comunicación, Universidad de Medellín; Vol. 17, Núm. 34 (2019)
dc.rights.uri	http://creativecommons.org/licenses/by-nc/4.0	*
dc.source	Anagramas Rumbos y Sentidos de la Comunicación; Vol. 17 Núm. 34 (2019): Enero-Junio; 255-269
dc.subject	Marketing	eng
dc.subject	Experiential	eng
dc.subject	Sensory	eng
dc.subject	Olfactory	eng
dc.subject	Scents	eng
dc.subject	Service	eng
dc.subject	Persuasion	eng
dc.subject	Advertising	eng
dc.subject	Link	eng
dc.subject	Marketing	por
dc.subject	Experiencial	por
dc.subject	Sensorial	por
dc.subject	Olfativo	por
dc.subject	Aromas	por
dc.subject	Serviço	por
dc.subject	Persuasão	por
dc.subject	Publicidade	por
dc.subject	Associações	por
dc.subject	Marketing	spa
dc.subject	Experiencial	spa
dc.subject	Sensorial	spa
dc.subject	Olfativo	spa
dc.subject	Aromas	spa
dc.subject	Servicio	spa
dc.subject	Persuasión	spa
dc.subject	Publicidad	spa
dc.subject	Asociaciones	spa
dc.title	Olfactory associations around space perception and the service received by members of a fund of employees in Manizales	eng
dc.title	Associações olfativas em torno à percepção do espaço e do serviço recebido pelos associados a um fundo de apoio aos funcionários em Manizales	por
dc.title	Asociaciones olfativas en torno a la percepción del espacio y el servicio recibido por los asociados a un fondo de empleados en Manizales	spa
dc.rights.accessrights	info:eu-repo/semantics/openAccess
dc.contributor.affiliation	Gallego López, Felipe Antonio; Universidad Católica de Manizales
dc.contributor.affiliation	Mejía Gallo, Salomón; Universidad Catolica
dc.identifier.doi	https://doi.org/10.22395/angr.v17n34a13
dc.relation.citationvolume	17
dc.relation.citationissue	34
dc.relation.citationstartpage	255
dc.relation.citationendpage	269
dc.audience	Comunidad Universidad de Medellín
dc.publisher.faculty	Facultad de Comunicación
dc.coverage	Lat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degreesLong: 075 36 00 W degrees minutes Long: -75.6000 decimal degrees
dc.publisher.place	Medellín	spa
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dc.identifier.eissn	2248-4086
dc.type.version	info:eu-repo/semantics/publishedVersion
dc.type.driver	info:eu-repo/semantics/article
dc.identifier.reponame	reponame:Repositorio Institucional Universidad de Medellín	spa
dc.identifier.instname	instname:Universidad de Medellín	spa