Sensory marketing on customers' satisfaction: a tale from the second largest coffee exporter

Duy Linh Bui and Huy Hoang Nguyen

International Journal of Economics and Business Research, 2022, vol. 23, issue 1, 35-55

Abstract: Using sensory marketing, which engages a customer's five senses (sight, sound, smell, touch and taste), businesses aim to approach customers on an emotional rather than on a rational level, thus bringing them satisfaction and influencing their behaviour. This paper aims to examine the impact of sensory marketing on customer satisfaction with coffee shops in Hanoi, Vietnam. Previous research in this field has been conducted and has proven that marketing appeals to the five senses can influence customers' emotions and behaviour. However, Vietnam's potential coffee shop market has not yet been investigated. This study employs a quantitative approach using an online survey of 255 Hanoi coffee shop visitors to examine the influence of sensory marketing. The findings indicate that the sensory marketing factors of sound, touch and taste, in descending order of impact level, have a positive impact on satisfaction, while sight and smell have no effect.

Keywords: sensory marketing; five senses; customer satisfaction; coffee shops; Vietnam; customers' behaviours; sound; touch; taste; sight. (search for similar items in EconPapers)
Date: 2022
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