THE IMPACT OF CUSTOMER PERCEPTION TOWARD THE SPA'S SCENT TO BRAND RECOGNITION AND CONSEQUENT RESULT TO BRAND EXTENSION ON RELATED OLFACTORY PRODUCTS IN SPAS : A CASE STUDY OF ELEMIS SPA BANGKOK

Abstract

Human is a specific creature that significantly controls his own physicality and mentality via intellectual brain, which is inextricably linked with nerve fiber and neurotransmitters to generate sensory system and external behavioral expression. Since the knowledge of conjoint neurocirculatory was published, many scientists and psychologists tend to find out a linkage of neuro system and human behavior. The purpose of this research is to find out the difference or similarity between genders on customer perception toward the spa's scent, and identify the brand recognition affected by the spa's scent based on Proust’s Phenomenon and the relationship between customer perception toward the spa's scent to brand extension. This research has been preceded with the cooperation of the Elemis Spa Bangkok in the company of 300 participations spa’s customers, separated by gender classifications in order to answer the questionnaires and respond the direct feedback to the researcher. The research begins with reviews of the literatures to conceptualize the dependent and independent factors affected by scent, and estimate the form of hypothesis based on quantitative methods. The result of this research strengthens the importance of physical environment concerning for the service industry, particularly in the sense of smell toward customer perception and brand recognition. In addition, the customers are widened their own perspective on scenting products in relevant to multiply products line on the same brand or brand extension concepts.