Mediating Customer Experience in the Relationship between Sensory Marketing and Repurchase Intention: An Applied study on fast food customers | ||
| مجلة البحوث المالية والتجارية | ||
| Volume 26, Issue 4, October 2025, Pages 508-546 PDF (740.87 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jsst.2025.408248.2084 | ||
| Authors | ||
| بسمة توفيق أحمد1; محمد أحمد شميس* 2 | ||
| 1كلية الأعمال - جامعة حورس | ||
| 2معهد راية العالى للإدارة والتجارة الخارجية بدمياط الجديدة | ||
| Abstract | ||
| The present research sought to examine both the direct and indirect influences of sensory marketing on customers repurchase intentions, with customer experience serving as a mediating variable. The research targeted Egyptian customers who frequent leading fast-food chains—such as KFC, Pizza Hut, McDonald’s, Burger King, Hardees, and Tikka by distributing the questionnaire via social media platforms. A non-probability snowball sampling technique was employed, resulting in a final sample of 384 respondents. To collect data, the researchers developed a structured electronic questionnaire tailored to the study objectives. Data analysis involved descriptive statistics using SPSS version 26, while hypothesis testing was conducted using Structural Equation Modeling (SEM) via AMOS version 24. The findings revealed that sensory marketing exerts a statistically significant influence on repurchase intention, as well as on customer experience. Furthermore, customer experience was found to have a significant and positive impact on repurchase intention. Regarding the indirect pathways, the analysis confirmed that customer experience plays a mediating role in the relationship between sensory marketing and repurchase intention. Consequently, all proposed hypotheses were empirically supported. This research provides practical and theoretical implications for marketers in the fast-food industry. | ||
| Keywords | ||
| Sensory Marketing; Customer Experience; Repurchase Intention | ||
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