The Impact of Sensory Marketing on Customer Revisit Intention in Vietnam's F&B Industry

Abstract

Purpose: This research investigates the influence of sensory marketing on customer revisit intention within Vietnam's Food and Beverage (F&B) sector.
Design/methodology/approach: Grounded in the Stimulus-Organism-Response (S-O-R) framework, the study employed a quantitative methodology, surveying 386 patrons at F&B establishments. Data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM 4.0).
Findings: The results reveal that sensory marketing exerts a positive influence on both customer emotions and perceived quality, which subsequently leads to greater customer satisfaction. Satisfaction plays a significant mediating role, ultimately promoting brand advocacy and repurchase intentions. Moreover, the research affirms a direct relationship between brand advocacy and a customer's intent to return.
Originality/value: Consequently, this study offers vital managerial implications for F&B enterprises aiming to design experiential sensory marketing strategies that enhance customer engagement and cultivate lasting loyalty.