VIZUALAUS ORGANIZACIJOS ĮVAIZDŽIO POVEIKIS VARTOTOJŲ EMOCIJOMS: VYNINIŲ ATVEJIS

Abstract

In the conditions of modern market, when everybody looks for innovative decisions trying to distinguish themselves, intangible assets of an organization are becoming more and more powerful. One of those intangible assets is a visual image of an organization, which has a strong influence on customer satisfaction, emotions and in some cases even on customer decision making about the selection of an organization. It is extremely relevant for such organizations from food and beverages service sector, as wine-bars. Severe competition, selective needs of clients, necessity to distinguish from others and be known stimulate the wine-bars to look for effective marketing means. Scientific research shows that customers’ satisfaction and their emotions are on a big part influenced by elements of a visual image: logo, interior and exterior of an organization, appeal and outfit of employees, design of a product and its package, website and other less visible elements (Pan et al. (2008), Namkung & Jang (2008), Slatten et al. (2009), Han et al. (2010), Ha & Im (2012), etc.). The authors of this article provides the results of an empirical research that prove the power of a visual image for development of emotional experience of customers that in turn influence the frequency of visits to a wine-bar. The results also prove an importance of attractive visual decisions on intentions to recommend the wine-bar. Research allows suggesting that the main elements of visual image that have effects on positive customers’ emotions, are interior of a wine-bar and appearance of employees, meanwhile the least important is the logo.

DOI: http://dx.doi.org/10.5755/j01.em.17.4.3020