Title: Sensory marketing on customers' satisfaction: a tale from the second largest coffee exporter

Authors: Duy Linh Bui; Huy Hoang Nguyen

Addresses: Foreign Trade University, 91 Chua Lang Street, Dong Da District, Hanoi City, 100000, Vietnam ' Foreign Trade University, 91 Chua Lang Street, Dong Da District, Hanoi City, 100000, Vietnam

Abstract: Using sensory marketing, which engages a customer's five senses (sight, sound, smell, touch and taste), businesses aim to approach customers on an emotional rather than on a rational level, thus bringing them satisfaction and influencing their behaviour. This paper aims to examine the impact of sensory marketing on customer satisfaction with coffee shops in Hanoi, Vietnam. Previous research in this field has been conducted and has proven that marketing appeals to the five senses can influence customers' emotions and behaviour. However, Vietnam's potential coffee shop market has not yet been investigated. This study employs a quantitative approach using an online survey of 255 Hanoi coffee shop visitors to examine the influence of sensory marketing. The findings indicate that the sensory marketing factors of sound, touch and taste, in descending order of impact level, have a positive impact on satisfaction, while sight and smell have no effect.

Keywords: sensory marketing; five senses; customer satisfaction; coffee shops; Vietnam; customers' behaviours; sound; touch; taste; sight.

DOI: 10.1504/IJEBR.2022.119336

International Journal of Economics and Business Research, 2022 Vol.23 No.1, pp.35 - 55

Received: 11 Aug 2020
Accepted: 08 Sep 2020
Published online: 01 Dec 2021 *

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