ABSTRACT
Sustainable service experiences can be designed. By strategically integrating sensory cues, marketers can create compelling and cohesive sustainable service experiences that differentiate one company from another and influence customers’ expectations, perceptions, judgements, and behaviour. After defining and clarifying how multisensory marketing, sustainability and service experiences are understood, this chapter offers a research-based presentation of how sensory cues, such as images, sounds, smells and texture, can be utilised to design service experiences perceived as environmentally friendly. The chapter ends with an example of how sensory cues can come together to create an environmentally friendly perceived multisensory restaurant experience. All services are, by definition, sensory experiences, and the better businesses become at developing multisensory experiences, the more attractive the service offers become for customers.
