The effects of Sensory Marketing on customers’ revisit intention in the food and beverage industry in Ho Chi Minh City through mediating role of service quality and customer satisfaction

Abstract

This research examines the relationship between sensory marketing (SM) and revisit intention (RI) through the mediating roles of service quality (SQ) and customer satisfaction (CS). 310 customers using the services of food and beverage (F&B) stores in Ho Chi Minh City provided the survey data. The outcomes of the structural equation modeling (SEM) revealed that sensory marketing has a direct impact that is positive on the revisit intention, as well as an indirect impact that is postitive on the revisit intention through the mediating effects of service quality and customer satisfaction. Based on the findings, several managerial conclusions are drawn to assist F&B stores’ managers and marketers in creating marketing plans to boost sensory marketing, service quality, and customer satisfaction in order to increase the revisit intention.