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En gallerias kommersiella miljö: Besökarens individuella upplevelse
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The servicescape in a shopping mall : The visitos' individual experience (English)
Abstract [sv]

Titel - En gallerias kommersiella miljö: Besökarens individuella upplevelse

Ämne - Företagsekonomi, kandidatuppsats på C-nivå

Författare - Hilda Gustafsson, My Kristiansson & Camilla Romberg

Handledare - Dan Halvarsson

Frågeställningar - Hur är den individuella besöksupplevelsen i en gallerias

kommersiella miljöer, utifrån människans fem sinnen och dess multisensoriska

sinnesupplevelse? Vad påverkar den individuella besöksupplevelsen i en gallerias

kommersiella miljöer, utifrån människans fem sinnen och dess multisensoriska

sinnesupplevelse?

Syfte - Syftet med denna studie är att studera och skapa förståelse för hur besökaren

uppmärksammar en gallerias kommersiella miljö, samt hur denna miljö påverkar

besökarens individuella upplevelse utifrån sinnesmarkandsföring. Detta då få studier

inom ämnet i sinnesmarkandsföring har genomförts.

Metod - Studien innefattar ett induktivt synsätt och en kvalitativ metod. Studien har

fokuserat på två torg som finns i gallerian Emporia i Malmö. Där har det utförts

semistrukturerade intervjuer vid insamling av empirisk data.

Analys - Utgångspunkten i studien är sinnesmarknadsföring, som handlar om hur olika

sinnen enskilt samt i kombination har stimulerat besökare och påverkat deras upplevelse

i en galleria. Empirin har sedan sammankopplats med teorier inom

sinnesmarknadsföring.

Slutsats - Båda torgen väckte stor uppmärksamhet hos intervjupersonerna. Generellt

upplevdes det Gröna torget som positivt för intervjupersonerna medan det Blå torget

upplevdes som både positivt och negativt.

Abstract [en]

Title - The servicescape in a shopping mall: The visitors’ individual experience

Subject - Business Economics, bachelor thesis

Authors - Hilda Gustafsson, My Kristiansson & Camilla Romberg

Tutor - Dan Halvarsson

Presentation of the questions - How is the visitors’ individual experience in a

shopping mall, on the basis of the human five senses and multisensory? What affects the

visitors’ individual experience in a shopping malls servicescape, on the basis of the

human five senses and multisensory?

Purpose - The purpose of this paper is to study and create an understanding of how the

visitor recognizes the shopping mall produced servicescapes, and how this

servicescapes affects the visitor's individual experience based on sensory marketing.

This is because few studies are conducted on the subject sensory marketing.

Method - The study includes an inductive approach and a qualitative method. The study

have been focused on two servicescapes that are in the shopping mall Emporia in

Malmö, where there were used semi-structured interviews to gather empirical data.

Analyse - The starting point was based on sensory marketing. It was about how

different senses individually and combined had stimulated visitors and affected their

experience in a shopping mall. The empirical data has then been linked with theories of

sensory marketing.

Conclusions - Both of the servicescapes attracted attention from the interviewed

people. The interviewed people at the Green servicescape had a positive experience and

at the Blue servicescape, did they have both positive and negative experience.

Place, publisher, year, edition, pages
2016. , 104 p.
Keyword [en]
Sensory marketing, Servicescape, Customer experience, Visual, Smell, Sound, Touch, Taste, Shopping mall
Keyword [sv]
Sinnesmarknadsföring, Kommersiell miljö, Kundupplevelse, Syn, Lukt, Hörsel, Känsel, Smak, Galleria
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-54636OAI: oai:DiVA.org:lnu-54636DiVA: diva2:948734
External cooperation
Emporia
Subject / course
Business Administration - Marketing
Educational program
Interior Decoration and Visual Merchandising, 180 credits
Supervisors
Examiners
Available from: 2016-07-14 Created: 2016-07-12 Last updated: 2016-07-14Bibliographically approved

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