IMPACT OF SENSORY MARKETING ON CUSTOMER LOYALTY AND PURCHASE DECISIONS

Abstract

The article presents the use of sensory marketing in company management. Sensory marketing is an increasingly common form of modern organization management. Human senses play the most important role in sensory marketing. Many companies from various industries perceive the power of human senses. The goal of sensory marketing is to communicate with customers on an emotional level. Additionally, it should be added that this is a non-intrusive form of communication. Clients perceive the emotional message without the persuasion typical of traditional approaches. Today, companies care more about keeping customers and building two-way loyalty than about gaining new customers and conducting a single transaction with them. Loyal customers are the company’s greatest asset. The main aim of the article will be to show the impact of sensory marketing on customer loyalty and their purchasing decisions. The author reviewed Polish and foreign literature on the issues of sensory marketing and creating customer loyalty. Customer research was also carried out, showing the influence of the senses on customer loyalty and purchasing decisions. At the end, the research results and conclusions were presented.