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(sight,sound,touch,taste and smell). ‘Sense’ is also a cognitive
consistency
or
sensory
variety.
For
instance,
when
customer
looking
at BurgerKing (sight), it has a great ambiance following with a pop
music
background
(sound)
then
the of
aroma
of
the
burger
makes
customer
feels
tempted
(smell)
and
it
makes
customer
to
come-in
and consume the burger (touch and taste).
•
Feel
‘Feel’
is
connected
to
customers’
inner
feelings
(moods)
and
emotions in order to create an affective experience that range from
positive or negative moods linked to a brand or
service. However,
moods often have a strong impact on what customer remember and
what
brand/product
that
they
choose, while
emotion
is
stronger
than
moods and it is affected by people,incident,product or a company.
These stated by Schmitt Berndt (1999). For example, customers who
are in a hungry (mood),they will going to dine out at the restaurant,
but if the service quality of the restaurant cannot meet their
expectation,
somehow
they
would
angrily complaint(emotion)
to
the
restaurant personnel and its makes a bad word-of-mouth or bad
impression to the restaurant.
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