Research on the Impacts of Multisensory Marketing on Customer Loyalty Based on Data Analysis

Abstract

The last several decades have witnessed the wide application of multisensory marketing techniques in hospitality industry. It is widely acknowledged that sensory experience adds value to brand equity. However, the impacts of multisensory marketing on customer loyalty in luxury hotels still remain unknown. This study examines the relationship between multisensory marketing and customer loyalty in luxury hotels. A structural equation model which reveals the relationship between 10 variables of five-sense marketing and 4 variables of customer loyalty was built by AMOS 22.0. Based on the framework, a questionnaire survey targeting on 300 consumers of luxury hotels was conducted. The result showed that visual, olfactory, auditory, tactile and gustative are able to improve customer loyalty in luxury hotels effectively. Meanwhile, it also revealed that tactile (touch) marketing has the most remarkable impacts on the customer loyalty of luxury hotels, followed by visual, gustative, olfactory and sound marketing.