DEFINING ASPECTS OF AROMAMARKETING AND ITS EFFECT ON CUSTOMER EMOTIONS IN THE HOSPITALITY INDUSTRY

Abstract

Despite the current global economic challenges, businesses are moving forward with innovative solutions to meet the needs and desires of consumers whose consumption patterns are constantly undergoing significant change. In this era, consumer demands are increasingly differentiated, personalized and diverse, resulting in new and innovative products and services. The value of a product or service is not easily determined or assessed during the customer's purchase process. However, the intrinsic value of a product or service can be influenced before the purchase process and continues to be shaped at each stage. Furthermore, according to the consumer structure, selling a product focuses not only on the value of the product itself, but more importantly on the consumer's emotions and perception of value. Along with the focus on the quality of the product or service during the consumption process, the emotional and psychological satisfaction of consumers must also be emphasized.