Creating Customer Satisfaction Through Sensory Marketing
Study on the Foods and Beverage Industries in Bandung
DOI:
https://doi.org/10.55208/w1j6wm22Keywords:
Sensory Marketing, Food and Beverage Industry, Customer Satisfaction, Revisit IntentionsAbstract
This research aims to determine the influence of sensory marketing on customer satisfaction and the revisit intention of the food and beverage industries in Bandung, West Java, Indonesia. The study was conducted using quantitative methods through purposive sampling and the data will be processed using SMART-PLS tools. The study results showed an influence between sensory marketing on revisit intention that mediated customer satisfaction. Sensory marketing variables, the senses of sight, taste, and touch, were the most influential, while olfactory factors were insignificant in the study. The customer satisfaction variable that has the most influence is meeting customer needs and customer expectations. The managerial implication based on this research is that managers in the food and beverage industry should pay attention to the appearance of their products, maintain the taste of their products, and pay attention to the selection of materials in the store to meet the customer needs and customer expectations.
References
Aryani, D. I. (2019). Tinjauan Sensory Branding dan Psikologi Desain Kedai Kopi Kekinian Terhadap Perilaku Konsumen (Studi Kasus: Mojo Coffee). Waca Cipta Ruang : Jurnal Ilmiah Desain Interior, 5(1), 330–336.
Bowen, J. T., & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213–217. https://doi.org/10.1108/09596110110395893
Chen, H.-T., & Lin, Y.-T. (2018). A study of the relationships among sensory experience, emotion, and buying behavior in coffeehouse chains. Service Business, 12(3), 551–573. Scopus. https://doi.org/10.1007/s11628-017-0354-5
Haase, J., & Wiedmann, K.-P. (2018). The sensory perception item set (SPI): An exploratory effort to develop a holistic scale for sensory marketing. Psychology & Marketing, 35(10), 727–739.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications, Inc. https://us.sagepub.com/en-us/nam/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book244583
Harahap, D. A., Hurriyati, R., Gaffar, V., & Amanah, D. (2019). Culinary Tourism in Indonesia-Empirical Study at Amaliun Food Court, Medan. repository.unisba.ac.id. http://repository.unisba.ac.id/handle/123456789/26607
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800. https://doi.org/10.1108/03090560310495456
Hulten, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256–273. https://doi.org/10.1108/09555341111130245
Jang, H.-W., & Lee, S.-B. (2019). Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management. Sustainability, 11(22), 6430. https://doi.org/10.3390/su11226430
Kim, W.-H., Lee, S.-H., & Kim, K.-S. (2020). Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: The moderating roles of customers’ prior experience and gender. Anatolia, 31(4), 523–535.
Kotler, P., & Armstrong, G. (2018). Principles of marketing.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 20.
Kurniawati, S. (2013). PELUANG DAN TANTANGAN EKONOMI KREATIF DALAM PEMBANGUNAN NASIONAL. 48–54.
Liobikienė, G., Grincevičienė, Š., & Bernatonienė, J. (2017). Environmentally friendly behaviour and green purchase in Austria and Lithuania. Journal of Cleaner Production, 142, 3789–3797. https://doi.org/10.1016/j.jclepro.2016.10.084
Lohmöller, J.-B. (1989a). Latent Variable Path Modeling with Partial Least Squares. Physica-Verlag Heidelberg. https://doi.org/10.1007/978-3-642-52512-4
Lohmöller, J.-B. (1989b). Latent Variables Three-Mode Path (LVP3) Analysis. In J.-B. Lohmöller (Ed.), Latent Variable Path Modeling with Partial Least Squares (pp. 227–240). Physica-Verlag HD. https://doi.org/10.1007/978-3-642-52512-4_6
M. Ali, E.-H., & O. Ahmed, M. (2019). Sensory Marketing and its Effect on Hotel Market-Share: Perception of Hotel Customers. JOURNAL OF TOURISM AND HOSPITALITY MANAGEMENT, 7(1). https://doi.org/10.15640/jthm.v7n1a12
Moreira, A. C., Fortes, N., & Santiago, R. (2017). INFLUENCE OF SENSORY STIMULI ON BRAND EXPERIENCE, BRAND EQUITY AND PURCHASE INTENTION. Journal of Business Economics and Management, 17.
Nugraha, M. E., & Setiyorini, H. D. (2013). ANALISIS FAKTOR-FAKTOR SENSORY MARKETING PADA MASKAPAI PENERBANGAN. Tourism and Hospitality Essentials Journal, III(1), 525–546.
Oliver, R. L. (2010). Satisfaction: A behavioral perspective on the consumer (2nd ed). M.E. Sharpe.
Oppermann, M. (2000). Tourism Destination Loyalty. Journal of Travel Research, 39(1), 78–84. https://doi.org/10.1177/004728750003900110
Park, C. W., & Young, S. M. (1986). Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation. Journal of Marketing Research, 23(1), 11–24. https://doi.org/10.1177/002224378602300102
Polas, M. R. H., Raju, V., Hossen, S. M., Karim, A. M., & Tabash, M. I. (2020). Customer’s revisit intention: Empirical evidence on Gen-Z from Bangladesh towards halal restaurants. Journal of Public Affairs, 1–13. https://doi.org/10.1002/pa.2572
Reichheld, F., & Teal, T. A. (2001). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value ^ 4480. HBR Store. https://store.hbr.org/product/the-loyalty-effect-the-hidden-force-behind-growth-profits-and-lasting-value/4480
Riza, A. F., & Wijayanti, D. M. (2018). The Triangle of Sensory Marketing Model: Does it Stimulate Brand Experience and Loyalty? Esensi: Jurnal Bisnis Dan Manajemen, 8(1). https://doi.org/10.15408/ess.v8i1.6058
Sekaran, U., & Bougie, R. (2019). Research Methods For Business: A Skill Building Approach, 8th Edition (8th ed.). Wiley. https://www.wiley.com/en-id/Research+Methods+For+Business%3A+A+Skill+Building+Approach%2C+8th+Edition-p-9781119561248
Soars, B. (2009). Driving sales through shoppers’ sense of sound, sight, smell and touch. International Journal of Retail & Distribution Management, 37(3), 286–298. https://doi.org/10.1108/09590550910941535
Spence, C., Puccinelli, N. M., Grewal, D., & Roggeveen, A. L. (2014). Store Atmospherics: A Multisensory Perspective. Psychology & Marketing, 31(7), 472–488. https://doi.org/10.1002/mar.20709
Sri, M., & Ahmad, Y. (2017). Peluang dan Tantangan Pengembangan Usaha Mikro Kecil Menengah (UMKM) Dari Berbagai Aspek Ekonomi. Jurnal Ilmiah Manajemen dan Bisnis, 2(1), 181–196. https://doi.org/10.38043/jimb.v2i1.155
Vesci, M., & Botti, A. (2019). Festival quality, theory of planned behavior and revisiting intention: Evidence from local and small Italian culinary festivals. Journal of Hospitality and Tourism Management, 38, 5–15. https://doi.org/10.1016/j.jhtm.2018.10.003
Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing and Management, 8, 326–336. Scopus. https://doi.org/10.1016/j.jdmm.2017.06.004
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Iston Dwija Utama (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
