Implications of Sensory Marketing of Indonesian Culinary Fine Dining on Customer Satisfaction

Ayu Nurwitasari () and Heny Hendrayati
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Ayu Nurwitasari: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 762-769 from Springer

Abstract: Abstract The research paper explores the role of sensory marketing in enhancing customer satisfaction in Indonesian culinary fine dining experiences. It argues that sensory marketing, which involves the use of human senses like taste, aroma, visual appearance, ambiance, and texture, can create an enticing and satisfying dining experience. The study emphasizes the importance of presentation procedures, quality ingredients, and appropriate processing techniques in creating a satisfying sensation for consumers. It also highlights the importance of price matching, service quality, human resource quality, and hygienic and sanitary quality in creating a unique dining experience. The quantitative research method was used by collecting historical data and observing closely related aspects. This research concludes that sensory marketing plays a crucial role in increasing consumer satisfaction in Indonesian fine dining experiences, and the accuracy in combining various sensory elements in food presentation can increase satisfaction. This research has great potential to increase customer satisfaction and build a good reputation for the restaurant.

Keywords: Culinary; Customer Satisfaction; Fine Dining; Indonesian Culinary; Sensory Marketing (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-443-3_101

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DOI: 10.2991/978-94-6463-443-3_101

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