Exploring mediating role of service quality in the association between sensory marketing and customer satisfaction

Abstract

The purpose of this study is to provide empirical evidence to support the role of sensory marketing in the restaurants. Data were collected through a survey from the customers of the restaurants. A sample of 362 respondents was taken for the study. Hypotheses were tested through statistical tests using SPSS and SmartPls 3.0. Empirical evidence supports the view that restaurants using sensory marketing techniques have more satisfied customers than otherwise. The sample was chosen on the basis of income of respondents. Data were collected from three major cities of Pakistan (Karachi, Lahore and Islamabad). The study should be replicated in different contexts to find the similarity of results along with finding new perspectives. The paper provides support for the significance of sensory marketing to enhance the satisfaction of customers in restaurants by using service quality.

Keywords:

• customers’ five senses
• marketing trend
• gastronomy
• service as value
• restaurant industry
• Pakistan

Disclosure statement

No potential conflict of interest was reported by the authors.