Multi-sensory marketing

Savić, Milena; Perić, Nenad; Savić, Radmila

doi:10.5937/ekoizazov2017045s

Cited by 2 publications

(2 citation statements)

References 10 publications

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“…Accordingly, the aesthetic experience includes not only aesthetic qualities that are physically visible, but also aesthetic perceptions [34]. The most famous restaurants in the world have a unique appearance, a recognizable visual identity and an ambience where guests are happy to talk about even when they leave the restaurant [35]. Restaurants strive to set themselves apart from the competition by theme or type.…”

Section: Physical Environment Quality In Restaurantsmentioning

confidence: 99%

Guest satisfaction and loyalty in the restaurants of Serbia

Conić,

Perić,

Novaković-Božić

et al. 2023

International Review

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The aim of this research is to examine factors (price perception, food quality, staff quality and physical environment quality) that can affect guest satisfaction in restaurants in the Republic of Serbia, as well as the impact of satisfaction on guest loyalty. The theoretical model includes hypotheses, which are detailed and tested in the paper. The data was collected using a convenient sampling method, while 152 respondents participated in the research. Partial least square path analysis was used for data analysis and performed in the R programming language 4.2.5. The results show that the independent variables: price perception, food quality, staff quality and physical environment quality are positively related to the dependent variable guest satisfaction. At the same time, guest satisfaction is positively related to guest loyalty. The results of this research are suitable for practical application, as restaurant owners and managers can use them to improve satisfaction and increase guest loyalty in their restaurants. Satisfied and loyal guests return repeatedly, and this has a positive effect on success in business and ensures constant growth in the market. The research results can be used as directions for planning further activities in restaurants on the modern hospitality market, and can give strategy idea to owners and managers how to stay focused on guests, satisfy their wishes and needs, and how to make them loyal.

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Section: Physical Environment Quality In Restaurantsmentioning

confidence: 99%

Guest satisfaction and loyalty in the restaurants of Serbia

Conić,

Perić,

Novaković-Božić

et al. 2023

International Review

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show abstract

“…Whether as academics or as practitioners, we are now increasingly encountering applications and the use of senses in marketing. However, the issue as such still provides considerable scope for discovering new contexts [29][30][31]. This part of the chapter will present a partial output of a series of experiments that, based on qualitative research, produced empirical material for the development of a basic model for the application of sensory marketing tools to business practice.…”

Section: Experiment: the Influence Of Sight On The Perception Of Product Valuementioning

confidence: 99%

Sensory Marketing

Pollák¹,

Soviar²,

Vavrek³

2022

Communication Management

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The issue of sensory marketing is a relatively new concept in managerial science. Due to the competitive environment of the global market, companies are confronted with the constant need to find effective approaches that will allow them to maintain a competitive advantage in the fight for the customer. One such approach is the application of sensory marketing tools to brand-building processes. The aim of the chapter is to bring the issue of sensory marketing closer to the general professional public. The chapter also focuses on the pointing out the fact that only by taking into account the specifics related to sensory marketing, the process of building a brand becomes holistic and sustainable. The theoretical framework describes the basic foundations of the issue. The empirical part presents a description of the selected experiment from a series of five experimental investigations performed to verify the theoretical assumptions in practice. From the point of view of the findings, it can be stated that targeted stimulations of the senses have a significant impact on the overall experience of individuals. Through the synthesis of theoretical and practical knowledge, it was possible to compile a model for the application of knowledge to business practice.

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Multi-sensory marketing

Cited by 2 publications

References 10 publications

Guest satisfaction and loyalty in the restaurants of Serbia

Guest satisfaction and loyalty in the restaurants of Serbia

Sensory Marketing

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