The Impact of Sensory Marketing dimensions on Repeating the Visit Intentions of Fast Food restaurant customers in Benghazi: The mediation Role of Brand Equity.
DOI:
https://doi.org/10.37375/esj.v9i2.4384Abstract
The research aims to examine the direct and indirect impact determine the of the sensory marketing on repeating the visit intentions of fast food restaurant customers in Benghazi through mediating brand equity. To achieve the research’s objectives a survey was used to collect data by using electronic distribution, relying on a non-random sample snowballs sample of (384) from customers of fast food restaurants in Benghazi. Path analysis is employed to test the research hypotheses using the Warp PLS (V.8) program. The research results found that the sensory marketing dimensions (sight, sound, smell, taste, touch) have a direct, positive effect on both brand equity dimensions (barad loyalty, perceived quality, brand awareness, brand associations) and repeating the visit intentions, and that the dimensions of the sensory marketing have an indirect positive effect on repeating the visit intentions when mediating customer’s brand equity of fast food restaurant customers in Benghazi
References
أولا: المراجع العربية:
الشربجي، أميرة سالم عبد اللطيف .2012. علاقة التوجه بالسوق بقيمة العلامة في ذهن العميل بالتطبيق على الأندية الرياضية بجمهورية مصر العربية. رسالة ماجستير غير منشورة، مدرسة العلوم المالية والادارية، الأكاديمية الليبية للدراسات العليا- فرع المرج.
سلامة، عائشة علي.2025. توسيط بهجة العميل في العلاقة بين تجربة العميل ونوايا إعادة زيارة المطعم. دراسة ميدانية على عملاء المطاعم في مدينة ) بنغازي (. رسالة ماجستير غير منشورة، مدرسة العلوم الإدارية والمالية، قسم إدارة الأعمال / شعبة الإدارة والتنظيم، الأكاديمية الليبية للدراسات العليا.
حميد، جاسم بهاء وعبد الله، أنيس أحمد.2023. تأثير التسويق الحسي في تعزيز التزام الزبون: دراسة تحليلية لآراء عينة من زبائن مول المنصور في بغداد، Tikrit Journal of Administrative and Economic Sciences,19(62) ،445-464
خليفة، هاني عبد المنعم.2023. الدور الوسيط لنية إعادة الشراء في العلاقة بين التسويق الحسي وتعزيز الميزة التنافسية للمنظمة: دراسة تطبيقية على عملاء شركات المياه الغازية بمحافظة الدقهلية، مجلة البحوث المالية والتجارية، 24(2)،158-192.
عبد الواحد، يارا محمد وسليمان، لمياء عبد الرحيم.2021. الدور الوسيط لرضا العملاء في العلاقة بين التسويق الحسي ونية تكرار الزيارة دراسة ميدانية عل المطاعم بمحافظة المنوفية، المجلة العلمية للاقتصاد والتجارة، -،13-68.
محمود، سحر عدلي. صبري، محمد شريف. السعيد، سمر هاني.2019. تعزيز تجربة المستهلك من خلال التسويق الشمي للإعلان. مجلة التصميم الدولية، 9(3)، 37 - 45.
زكي، محمد حمدي.2020، قياس أثر التسويق الحسي على رضا العملاء: دراسة ميدانية على عملاء مطاعم الوجبات السريعة العالمية بمحافظة الإسكندرية. المجلة العلمية للدراسات التجارية والبيئية، 11(3)،905-966.
ثانيا: المراجع الاجنبية:
Chandrasekaran, S., & Chandrasekar, K. 2016. Consumer psychology with sensory marketing effect from canonical correlation analysis. International Journal of Advanced Research in Management and Social Sciences, 5(1), 157-172.
Evtimova, P. 2020. Influence of the elements of sensory marketing on consumer behavior. Scientific Vector of the Balkans, 4(4), 10.
Gorbunova, A. 2017. Sensory Marketing in Creating a Clothing Brand: How can a clothing brand attract customers? Valkeakoski International Business.
Grzybowska-Brzezińska, M., Rudzewicz, A., & Kowalkowski, A. 2013. Sensory marketing and customers’ decisions on the food market. Socio-economic research bulletin, (3 (1), 38-43.
KOTLER, P., BOWEN, J. T. & MAKENS, J. C., 2006. Marketing for hospitality and tourism (4th Edition). Upper Saddle River, NJ: Prentice Hall. ISBN 9780131193789.
Liégeois, M., & Rivera, C. 2011. Sensory marketing on the natural cosmetics market: The impact on generation X and generation Y.
Aaker, D. A. 2009. Managing brand equity. simon and schuster.
Abazi, J., and Sohani, A. 2016. Enticing Consumers to Enter Fashion Stores – a sensory marketing perspective. Bachelor of Science in Business Administration: International Business and Marketing.
Boo, S., Busser, J., & Baloglu, S. 2009. A model of customer-based brand equity and its application to multiple destinations. Tourism management, 30(2), 219-231.
Bray, J. 2010. Consumer Behaviour Theory: Approaches and Models. 1-33.
Brunello, A. 2014, Points of view customer-based brand equity –An Innovative Approach, The Year book of the GH. Zane Institute of Economic Research,23(1), 73-81.
Butcher, K. 2005. Differential impact of social influence in the hospitality encounter. International Journal of contemporary hospitality management, 17(2), 125-135.
Chahal, H., & Bala, M. 2012. Significant components of service brand equity in healthcare sector. International journal of health care quality assurance, 25(4), 343-362.
Chin, W. W. 1998. The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
Cohen, J., 1992. Statistical power analysis. Current directions in psychological science, 1(3), 98-101.
Elangovan, N., & Padma, C. 2017. Impact of multi-sensory marketing on consumer behavior in restaurant in Kerala. International Journal of Business and Management Invention, 6(2), 1-9.
Fornell, C. and Cha, J. 1994, Partial Least Squares, in Bagozzi, R.P. Advanced Methods of Marketing Research, Blackwell, Cambridge.
Fornell, C. and Larcker, D. 1981. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Gajewska, P. 2019. Sensory Marketing as a Form of Impact on Consumers on the Example of the Catering Industry. Marketing Identity, 7(1), 506-517.
Gonzales-Gutierrez, A., Alvarez-Risco, A., & Orrego-Ormeño, I. 2026. Sensory marketing as predictor of repurchase intention in food convenience stores: integration of service-dominant logic (SD logic) and stimulus-organism-response (SOR) model. British Food Journal, 1-19.
Hinestroza, N. B., & James, P. T. 2014. The effects of sensory marketing on the implementation of fast-food marketing campaigns. Journal of Management and Marketing Research, 14(1), 1-11.
Howes, D., & Classen, C. 2013. Ways of sensing: Understanding the senses in society. Routledge.
Huber, F., Herrmann, A., & Henneberg, S. C., 2007. Measuring customer value and satisfaction in services transactions, scale development, validation and cross - cultural comparison. International Journal of Consumer Studies, 31 (6), 554-564.
Hultén, B. 2011. Sensory marketing: the multi‐sensory brand‐experience concept. European business review, 23(3), 256-273.
Hultén, B. 2012. Sensory cues and shoppers' touching behaviour: the case of IKEA. International Journal of Retail & Distribution Management, 40(4), 273-289.
Ifeanyichukwu, C. D. 2016. Shopping orientation and online shopping: an analysis of online shoppers in Nigeria. International Journal in Management & Social Science, 4(6), 199-205.
Ifeanyichukwu, C., & Peter, A. 2018. The role of sensory marketing in achieving customer patronage in fast food restaurants in Awka. International Research Journal of Management, IT & Social Sciences, 5(2), 155-163.
Iqbal, J. 2016. Employing sensory marketing as a promotional advantage for creating brand differentiation and brand loyalty. Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553), 10(3), 725-734.
Jakub, S., Viera, B., & Eva, K. 2015. Economic value added as a measurement tool of financial performance. Procedia economics and finance, 26, 484-489.
Jang, S. C., & Namkung, Y. 2009. Perceived quality, emotions, and behavioral Intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451–460.
Johnson, E. 2008. Consumer behavior and Marketing, Applications of Social Psychology, 869-887.
Keller, K. L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Kim, H. B., & Kim, W. G. 2005. The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism management, 26(4), 549-560.
Kim, W. G., Jin-Sun, B., & Kim, H. J. 2008. Multidimensional customer-based brand equity and its consequences in midpriced hotels. Journal of Hospitality & Tourism Research, 32(2), 235-254.
Kłopotowska, S. 2017. Sensory marketing as a new tool of supporting the marketing communication process in tourism services sector. Handel Wewnętrzny, 367(2), 226-235.
Kock, N. 2015, WarpPLS 5.0, User Manual, ScriptWarp Systems Laredo, Texas, USA. www.scriptwarp.com.
Kokkos, A., Chalikias, M., Lalou, P., & Skordoulis, M. 2015. Exploring students’ intention to revisit a learning environment. International Journal of Educational Management, 29(4), 408–421.
Kothari, S., & Sharma, M. 2024. Impact of sensory marketing on brand loyalty and consumers purchase intention: a quantitative study in the QSR industry. International Journal of Business and Globalisation, 38(4), 497-514.
Kotler, P. 1973. Atmospherics as a marketing tool. Journal of retailing, 49(4), 48-64.
Krishnan, V., A. Machleit, K., J. Kellaris, J., Y. Sullivan, U., & W. Aurand, T. 2014. Musical intelligence: explication, measurement, and implications for consumer behavior. Journal of Consumer Marketing, 31(4), 278-289.
Kumar, P. 2013. Multisensory Marketing: Creating New Sustainability Perspective in Hospitality Sector. Atna Journal of Tourism Studies, 8(1), 43-55.
Kumar, R., & Delhi, I. I. T. 2016. An empirical study to find out the impact of sensory marketing tools on consumer decision making. Impact factor, 3(2), 67-82.
Latasha, K. 2016. Analyzing the Impact of Sensory Marketing on Consumers: ACase Study of K F C. Journal of Us - China Public Administration, 13 (4),278-292.
Lee, J. E., Goh, M. L., & Mohd Noor, M. N. B. 2019. Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161-178.
Lindström, M. 2005.Brand Sense: How to Build Powerful Brands through Touch, Taste, Smell, Sight and Sound. (1st ed.), USA: Free Press.
Lizbetinova, L. 2017. Clusters of Czech Consumers with Focus On Domestic Brands. In 29th International-Business-Information-Management-Association Conference. Conference proceedings, 1703-1718.
Mannan, M., Chowdhury, N., Sarker, P., & Amir, R. 2019. Modeling customer satisfaction and revisit intention in Bangladeshi dining restaurants. Journal of Modelling in Management, 14(4), 922-947.
Myers, C. A. 2003. Managing brand equity: a look at the impact of attributes. Journal of product & brand management, 12(1), 39-51.
Nadanyiova, M., Kliestikova, J., & Kolencik, J. 2018. Sensory marketing from the perspective of a support tool for building brand value. Economics and culture, 15(1), 96-104.
Neema, A., & Bapna, I. 2012. Impact of sensory marketing on perceived quality in restaurants in Indore city: A paradigm shifts to dynamic marketing. Altius Shodh Journal of Management & Commerce,3(2),1-13.
Pahome, T., & Amorntatkul, N. 2011. How sensory marketing applies to the hotel and restaurant industry in order to influence customer’s behaviour in Thailand, Master Thesis.
Pandey, V., & Tripathi, V.2025. Four decades of sensory marketing: a hybrid review and future research agenda. International Journal of Consumer Studies, 49(1), e70007.
Pentz, C. and Gerber, C. 2013. The influence of selected senses on consumer experience: A brandy case. Independent Research Journal in the Management Sciences, 13(1), pp. 183-190.
Pham, L. T. M., Do, H. N., & Phung, T. M. 2016. The effect of brand equity and perceived value on customer revisit intention: a study in quick-service restaurants in Vietnam. Acta Oeconomica Pragensia, 24(5), 14-30.
Philippe, F. L., Lecours, S., & Beaulieu‐Pelletier, G. 2009. Resilience and positive emotions: Examining the role of emotional memories. Journal of personality, 77(1), 139-176.
Podhorska, I., Siekelova, A. & Valaskova, K. 2016. Meaning of the Market Value of Company in the Area of Credit Risk Estimation. In The economies of Balkan and Eastern Europe countries in the changing world - EBEEC 2016. Conference proceedings, 152-157.
Putri, M. N. D. A., Farida, N., & Arso, S. P. 2023. The Effect of Brand Equity and Customer Value in Repeat Visits of the Patients at Dr. Gunawan Mangunkusuma Regional General Hospital. Journal of Public Health for Tropical and Coastal Region, 6(1), 14-20.
Rani, P. 2014. Factors influencing consumer behavior. Int. J. Curr. Res. Aca. Rev.; 2(9) 52-61.
Rezvani, M., Ghahramani, S., & Kiaee, K. 2013. An investigation of viral marketing effects on costumer-based brand equity in mobile market. Middle-East Journal of Scientific Research, 18(3), 376-381.
Rybanska, J., Nagyova, L. & Kosiciarova, I. 2014. Sensory Marketing: Sensory Perceptions and Emotions as trhe Key Factors Influencing Consumer Behavior and Decision-Making. In Marketing Identity: Explosion of Innovations. Conference proiceedings, 198-215.
Saeed, M. S., Alsiari, M. M., & Batool, I. 2016. The Sensorial Marketing Methods Employed by the UK Fashion Retail Industry. Journal of Marketing and Consumer Research, 22, 90-97.
Samih, S. 2012, Consumer perception of brand equity measurement: A new scale, Dissertation PhD, University of North Texas.
Saunders, M., P. Lewis, and A. Thornhill. 2009. Research Methods for Business Students. 5th edition, Pearson Education Limited, Prentice Hall.
Sayadi, M., Mobarakabadi, H., and Hamidi, K. 2015. Sensory Marketing and Its Models. Advanced Social Humanities and Management, 2(4), 105-109.
Sayed, M. S. 2023. The impact of sensory marketing on managing a sustainable fast-food business in Egypt. International Journal of Tourism, Archaeology and Hospitality, 3(1), 161-174.
Schmitt, B. 1999. Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Shaed,M., Chik, C., Aini, N.,and Nongchik, N. 2015. The Influence of Sound and Vision in Sensory Marketing towards Customer Purchasing Behavior in institutional Food Service. Journal of Tourism, Hospitality & Culinary Arts, 7(2), 35-51.
Singh, S. 2006. Impact of Color on Marketing. In Management: Decision, (44), 783-789.
Stăncioiu, A. F., Diţoiu, M. C., Teodorescu, N., Onişor, L. F., & Pârgaru, I. 2014. Sensory marketing strategies. Case study: Oltenia. Theoretical & Applied Economics, 21(7),43-54.
Tong, X., & Hawley, J. M. 2009. Measuring customer‐based brand equity: Empirical evidence from the sportswear market in China. Journal of product & brand management, 18(4), 262-271.
Wala, A., Czyrka, K., & Frąś, J. 2019. Sensory branding and marketing in stimulating the relation between the buyer and the brand. Organizacja i Zarządzanie: kwartalnik naukowy, (1), 109-120.
Washburn, J. H., & Plank, R. E. 2002. Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing theory and Practice, 10(1), 46-62.
Zaytoun, N. D. 2019. Sensory Marketing and its Impact in Determining the Behavioral Patterns of Customers. Journal of University of Babylon for Pure and Applied Sciences, 27 (5), 199-221.
Zhou, Y., & Jiang, J. 2011. The impact of customer-based brand equity on revisit intentions: an empirical study of business and leisure travelers at five shanghai budget hotels. Research Journal of International Studies, 22(22), 110-119.
