A field study on sensory cues and customer revisit intention

Abstract

Purpose- Along with the changes in consumers’ expectations, marketers have started to trigger the senses in their marketing activities after realizing the effects of senses on consumer decisions. Sensory marketing activities have become a key tool for retailers to keep and gain consumers. Retailers can create store environments where their customers feel comfortable through the use of sensory cues. In this study, the influence of sensory marketing cues on revisit intention of customers is analyzed. Methodology- Restaurant and coffee shop businesses are among the most appropriate examples to offer attractive store atmosphere to persuade consumers for the next visit The research is conducted with respect to third-generation coffee stores to be able to include sensory cues designed to appeal to all five senses. The data collected via online survey questionnaires are analyzed using SPSS 23 statistical package program. Findings- Multiple sensory cues are found to be effective on revisit intention. It is revealed that the smelling, tasting and touching cues have an effect on customers’ revisit intention, while sensory cues of sight and hearing have no effect. Conclusion- This study offers implications to third generation coffee stores by emphasizing tactile, taste and olfactory cues. Retail companies can use sensory cues to increase consumers’ shopping duration in the store with an enjoyable experience and make them revisit the same store. Developing a clear positioning strategy can help them to create an emotional connection with their customers and improve customer engagement to the store. Therefore, companies can benefit from the sensory marketing concept as a strategic tool to differentiate them from their competitors. Keywords: Retailing, sensory marketing, sensory cues, store atmosphere, revisit intention JEL Codes: M30, M31, M39