Traditional restaurant managers’ use of sensory marketing to maintain customer satisfaction: Findings from PLS-SEM and fsQCA

Abstract

The sensory experience is the initial step in creating memorable dining experiences for consumers in traditional restaurants. However, the question remains as to how managers should best combine the five senses to satisfy customers. More research is needed to determine how sensory cues can be used in marketing strategies. By applying five sensory marketing to traditional restaurants, this study proposes a model for satisfying customers. In addition, it aims to leverage methodologies that ultimately lead to customer satisfaction based on sensory marketing that can serve as guidelines for restaurant managers. The study hypotheses were tested on a sample of 525 Indonesians who dined at traditional restaurants. Data analysis was conducted using structural equation modelling with Smart-PLS 4.0 and fuzzy set qualitative comparative analysis (QCA) 3.0. The results indicated that olfaction and haptics are significant factors in customer satisfaction, whereas visual, taste, and auditory are not. According to the QCA findings, two configurations were associated with high satisfaction outcomes, while two others were associated with low satisfaction outcomes. As a theoretical and managerial contribution, this study provides guidance to scholars and managers interested in improving satisfaction in traditional restaurants through sensory marketing techniques.

Keywords:

• asymmetrical analysis
• customer satisfaction
• managers
• sensory marketing
• traditional restaurants

JEL classification:

• consumer behaviour
• hospitality marketing
• destination marketing
• strategic management

Public Interest Statement

Traditional restaurants must remain authentic and sustainable to develop local cuisine. However, it is important to note how managers and traditional restaurant culinary business actors assess various marketing strategies to determine which will maximize customer satisfaction. Thus, this study contributes to developing practical guidelines for managers to monitor customer satisfaction by applying sensory marketing techniques. The sensory approach is straightforward and basic at its core. According to the study findings, sensory marketing covers almost every restaurant setting that consumers enjoy when dining out. Several sensory aspects are investigated in this study, including interior decoration, cleanliness, furniture, restaurant colours, cutlery, and air temperature. In the end, this study succeeded in confirming the authors’ proposition to differentiate high satisfaction and low satisfaction. It is hoped that the study findings can serve as a guide for managers and scholars investigating the effects of applying a combination of sensory marketing that influences both forms of satisfaction.

Disclosure statement

The authors report there are no competing interests to declare.

Author statement

Authorship criteria are met by all individuals, and the authors certify that they have taken sufficient part in the work to accept responsibility for its content.

Author contribution

Conceptualization, P.H.S., and W.K.C.; Methodology, A.D.K.S., and I.J.E.; Software, A.D.K.S.; Validation, I.J.E. and A.D.K.S.; Formal Analysis, A.D.K.S.; Investigation, I.J.E., and P.H.S.; Resource, W.K.C., and P.H.S.; Data Curation, I.J.E., and A.D.K.S.; Writing-Original Draft, A.D.K.S., and I.J.E.; Writing & Review Editing, P.H.S., and A.D.K.S.; Visualization, A.D.K.S., and I.J.E.; Supervision, W.K.C., and P.H.S.; Project Administrator, A.D.K.S., and P.H.S.; Funding Acquisition, P.H.S.

Notes: P.H.S., Pantas H. Silaban; W.K.C., Wen-Kuo Chen; I.J.E., Ixora Javanisa Eunike; A.D.K.S., Andri Dayarana K. Silalahi

Additional information

Funding

This research was not supported by external funding.