Fatores críticos de sucesso à luz do marketing sensorial: o caso da Natália Beauty Clinic

Abstract

The present study aims to identify the critical success factors in the light of sensory marketing, having as object of study the Natalia Beauty Clinic. To this end, we sought to identify the persona of Natalia Beauty Clinic's clients, map the main critical success factors from the perspective of Natalia Beauty Clinic's clients and verify the contributions of sensory marketing to the Organization's success. In terms of methodology, this study, in terms of purposes, is exploratory, descriptive and explanatory, and in terms of means, it is telematized, documentary and bibliographic. The population, in turn, consisted of 1,378 individuals, with a probabilistic sample, with a sampling error of 5% and a confidence level of 90%, totaling 227 individuals. Data were collected through digital ethnography and direct observation of the official digital channels of Natalia Beauty Clinic. Data analysis was carried out in a quali-quanti perspective. The results showed that the persona can be stereotyped as a woman, who practices self-care and loves to enhance her natural beauty. The critical success factors identified in the company were service, team quality, procedure results, environment and experience. Finally, different elements of sensory marketing were identified as significant for the success of the clinic, highlighting the visual identity (vision), the brand's essential oil (smell), the ambient sound (hearing), the massages (touch) and the cappuccino with Nutella (taste).