The Effect of Sensory Marketing on Brand Loyalty: The Mediating Role of Customer Experience Applied to Cafes | ||||
| MSA-Management Sciences Journal | ||||
| Volume 4, Issue 4, November 2025, Page 114-130 PDF (355.46 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/msamsj.2025.398961.1113 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Samia Adly El Sheikh   1; Khaled Hisham2; Zeinab Nafez2
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| 1Marketing and International Business, Faulty of Management Sciences, October University for Modern Sciences and Arts (MSA) | ||||
| 2Marketing and International Business, Faculty of Management Sciences, October University for Modern Sciences and Arts (MSA) | ||||
| Abstract | ||||
| Purpose: This study aims to examine the effect of sensory marketing on brand loyalty, with customer experience as a mediating variable. The findings aim to help marketing managers in the café industry develop a strong competitive advantage in an increasingly saturated market. Methodology: A conceptual model was developed based on a literature review and affirmed by exploratory research. The main part of this research is a quantitative approach. Data were collected through 211 online questionnaires from café visitors using a non-probability convenience sample. Findings: The study employed Spearman’s correlation to examine the relationships among sensory marketing, brand loyalty, and customer experience, and utilized Structural Equation Modeling (SEM) to test the hypotheses. The results indicate that sensory marketing and customer experience have moderate positive relationship with brand loyalty. However, the direct relationship between sensory marketing and brand loyalty is weak. Moreover, SEM analysis confirmed that sensory marketing does not directly impact brand loyalty without customer experience as a mediator, indicating complete mediation. Implications: Based on the findings, several recommendations are proposed for marketing managers in cafés to enhance sensory marketing strategies and improve customer experience to foster brand loyalty. For instance, implementing an electronic loyalty card that can be scanned instead of using traditional stamps could streamline the process and enhance customer experience. Limitations and Future Research: The study acknowledges certain limitations, including a focus on specific variables. Future research is encouraged to explore additional factors that may influence brand loyalty and customer experience in the café industry. | ||||
| Keywords | ||||
| self-verification-theory; self-concept-theory; taste-smell-sound-sight-sound-touch | ||||
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