체험마케팅(Experiential Marketing)의 오해와 진실

The purpose of this study is to provide empirical evidence to support the role of sensory marketing in the restaurants. Data were collected through a survey from the customers of the restaurants. A...

Exploring mediating role of service quality in the association between sensory marketing and customer satisfaction

The intensity of competition in the retail sector in Kenya is driving supermarket managers to position store image as a tool of competitive advantage. This study examined the mediating effect of store image on the relationship between psychographic and psychological factors and consumer purchase intention in anchor supermarkets in Kenya. Descriptive cross sectional survey was applied on a sample of 384 consumers. The composite construct of psychographic and psychological factors was regressed on consumer purchase intention, resulting in a positive significant effect. It was established that store image partly mediates the relationship between psychographic plus psychological factors and consumer purchase intention. The study recommends building of positive reputation of the supermarket to attract and enhance the consumer’s intention to purchase. Keywords: Store image, purchase intention, anchor supermarkets DOI: 10.7176/JMCR/66-06 Publication date: March 31 st 2020

https://www.iiste.org/Journals/index.php/JMCR/article/download/52066/53802

Store Image as a Mediator of Consumer Purchase Intention in Kenyan Supermarkets

Abstract This article examines how product attractiveness in interaction with decision-making style influences purchase intentions. Participants in four different conditions rated their likelihood of buying an experiential product, showing that when using an emotional decision-making style condition, they have higher purchase intentions for the high attractive product than the low attractive product. A reverse effect was found when using a reasoned decision-making style. Moreover, these differences disappeared when included a cultural element, suggesting that collective mental group programming shapes learned ways to act in consumer fields at a higher level, including the decisional way to respond and approach perceived product characteristics. The inclusion of cultural factors with an adequate way to conceive the construct is discussed.

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The Interaction of Product Attractiveness and Decision-Making Style on Consumer Purchase Intention: A Cultural Moderation Perspective

The business environment in modern markets has changed dramatically. The constantly changing environment affects the overall efficiency and competitiveness of businesses. The way of pursuing business nowadays depends heavily on utilising new strategies, creativity, innovations and technologies. This paper is purposively designed to study the linkages between multisensory marketing factors, including sight, sound, taste, smell and touch experiences on non-financial performance in the foodservice sector. In assessing the linkages, the study used customer satisfaction, customer loyalty, service quality, repeat purchase and positive word-of-mouth as dependent variables to assess non-financial performance derived from organisational factors. A quantitative approach was the major method used and a self-administered questionnaire survey was conducted with a sample size of 482 consumers who patronised restaurant services across the Kumasi Metropolis in Ghana. Hypotheses were tested through statistical tools using SPSS and Analysis of Moment of Structures (AMOS 23.0). Factor analysis was conducted using Structural Equation Modelling (SEM) supported by maximum likelihood estimation to test the proposed hypotheses from the data collected for the study. The results of the test demonstrated that all five multi-sensory marketing factors influenced non-economic performance. The study provides support for the significance of multi-sensory marketing to enhance non-financial performance of firms in the foodservice sector. The proposed research framework can be of practical value to firms as practitioners can benefit from the outcomes of the study to achieve a competitive advantage. It is proposed that the study should be replicated in different contexts to find the similarity of results along with new findings and perspectives. How to cite this paper: Isaac, N., Keelson, S.A. and Yiadom, E.B. (2023) The Effect of Multi-Sensory Marketing on Non-Economic Performance of Ghana’s Restaurants. Open Access Library Journal, 10: e9655. https://doi.org/10.4236/oalib.1109655 Received: December 5, 2022 Accepted: June 13, 2023 Published: June 16, 2023 Copyright © 2023 by author(s) and Open Access Library Inc. This work is licensed under the Creative Commons Attribution International License (CC BY 4.0). http://creativecommons.org/licenses/by/4.0/ Open Access

The Effect of Multi-Sensory Marketing on Non-Economic Performance of Ghana’s Restaurants

The purpose of this paper is to investigate how social-sensory experience influences purchase intention; moderated and mediated by store image and social value. The study is based on a sample of 420 respondents drawn from three retail stores belonging to three tier one retail chains in Nairobi-Kenya. Structural equation modeling is used to test the relationships between social-sensory experience, social value, and store image and purchase intention in a moderated mediated context. The software SPPS with process macro is used to compute the moderated mediated relationship using bootstrapping. The results show that store image moderates the mediated relationship between social-sensory experience and purchase intention via social value. The study contributes to the study on consumer behavior by demonstrating the complex interactions of key influencers in the consumer decision making process. Managers need to ensure that store environments are designed in a manner that they will offer a complete and memorable customer experience with every visit and encounter.

The moderating effect of store image on the indirect relationship between socio-sensory experience and the purchase intention via social value

The purpose of this study was to evaluate the effect of emotional experience on purchase intention in a moderated mediation involving store image and utilitarian value. This study proposed a conceptual model to show how the interactions of emotional experience, utilitarian value and store image influences shoppers purchase intention. The study finds that emotional experience significantly relates to both utilitarian value and purchase intention. Moreover, utilitarian value was confirmed to be a significant mediator in this relationship. In addition, store image emerged as a significant moderator in both the emotional experience-utilitarian value relationships and also in the entire model. The results confirm the complex and contextual nature of consumer decision making processes. The theoretical and practical implications of this study are discussed together with gaps for possible future research directions.

Saina Ernest

Papers

The moderating effect of store image on the indirect relationship between socio-sensory experience and the purchase intention via social value

Emotional experience and purchase intention: A moderated mediation of store image and utilitarian value