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in a proper way, it will be a critical factor that beget
cognizance and influence customers' behaviors and
it is also capable of affecting decision making and
the tendency of customers to spend (Soars, 2009).
According to Goldkuhl and Styvén (2007),
sensory marketing activities are more often used
in service business nowadays. Services like hotels,
restaurants, and department stores use marketing
activities via the influence on customers' senses.
They also insinuated about the importance of the
five senses' in their roles in enhancing the senses
relating to the service. McDougall and Snetsinger
(1990) believed that the principal trait of service
is difficult to influence and that customers do not
have the capability to appreciate the quality of the
service without relying on their senses. Therefore,
the marketers should make the effort to develop an
environment where the services are linked to the
elements of sounds, color, or scent. Soars (2009)
explained that the decisions and positive attitudes
of customers is very much linked to them using
their sensory tools properly. Each sense could
affect customers' behavior differently, and this is
described as follows:
Visual dimension:
The most prevalent exert on
customers is colour because it can influence cus-
tomers' moods and emotions. The influence varies
between one customer and the others. Colours can
insinuate different meanings: pink as a romantic
colour, green as the symbol of nature, yellow as
gaining attention, purple as a luxury colour and
red for proactive appetite (Hult et al., 2009).
Aural dimensions (sound):
It reflects the physi-
cal environment in the service industry and it is
used extensively in hotels and restaurants. Music
is a considerable factor for everyday living and can
influence customers expectations (Dragicevic &
Rakidzija, 2012). Bruner (1990) mentioned music
is a significant base that can induce customer's
demeanour and mood. Hul, Dube, and Chebat
(1997) demonstrated that music has positive benefits
on customers behaviour in the service surrounding.
The marketing manager in a hotel should provide
services that affect customers' needs and satisfac-
tion, therefore the hotels should develop a suitable
atmosphere with the opportunity for relaxation
using music that is relevant for specific age segmen-
tation (Dragicevic & Rakidzija, 2012).
Touch dimensions:
It is a perceptible sense where
customers can have physical contact with and can
feel the element of sharpness, hardness and round-
ness. It is important for hotels where the comfort-
able sofas in the lobby and cosy beds in the rooms
make customers feel relax (Hultén, Broweus & Van
Dijk, 2009).
Taste dimensions:
It is the sense where custom-
ers can feel in the mouth in relation to the elements
of salinity, sweetness, bitterness and sourness. In
hotels' the restaurant is the major provider of the
taste perception including the foods' name, taste
and their scents, also the sound and interior design
of the place. For this reason the taste sense relates
to the whole senses and not just when putting food
into the mouth (Hultén et al., 2009).
Olfactory dimensions (scent):
It is the sense
which has an effect on the customers brain and
mind without any deeper consideration (Davies,
Kooijman & Ward, 2003). Guéguen andPetr (2006)
asserted that lavender essential oils and lemon
essential oils have psychological effect, lavender
is creating calmness and lemon is enlivening and
energizing when applied.
As such, sensory marketing is seen as having a
possible impact on customers' actions which may
influence the marketers' performance. Successful
implementation of sensory marketing may lead to
the creation of loyal customers and therefore lead
to the development of Customer Lifetime Value
(CLV) for the marketers.
2.1
Customer Lifetime Value (CLV)
Hotels are competing with each other to deliver
high quality services to satisfy their customers and
to be able to sustain them, and the need to sustain
customers for long periods of time become impor-
tant (Choi & Chu, 2001).To know more about the
importance of sustaining customers the researcher
will elaborate on the concept of customer lifetime
value (CLV) (Bohari et al., 2011).CLV is described
as an organization's bottom line worth over a
specified period of time and it is measured by cus-
tomer's shares of procurements and relationship
continuity (Kim & Cha, 2002).To be able to meas-
ure the CLV there is a need to understand three ele-
ments known as loyalty, word of mouth and revisit
intention (McDonald, 1996).It is noteworthy to
mention that retaining loyal customers are impor-
tant for service sectors such as hotels because los-
ing one customer can relate to losing a stream of
revenue and revisits (Kotler & Armstrong, 2003).
Therefore, the measurement of CLV will be
based on these elements (loyalty, word of mouth
and purchase intention) and were adapted from
previous studies of McDonald (1996) and Kim &
Cha (2002). Service sectors such as hotels have given
more attention to CLV because losing a customer
connote much more than a single sale; it relates to
losing a stream of cash flows from repeat purchases
and revisits (Kotler & Arsmtrong, 2010).
2.2
Loyalty
A key factor in CLV is the notion of loyalty. Cus-
tomer loyalty is nearly linked to corporate per-
formance as a fundamental concept in marketing
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