The effect of sensory marketing on the perceived image of the customer - an exploratory study of the pioneers of a number of first-class restaurants in Baghdad

Abstract

This research aims at a statement of sensitive marketing role in the perceived image of the customer. and given the importance of these two variables in the marketing of consumer goods and services. especially in the field of nutrition. Sample views were taken from the pioneers of first-class restaurants in Baghdad. The processing and analysis of data obtained through the questionnaire prepared for this purpose is used using two SPSS and AMOS statistics. 134 respondents were polled. as well as personal interviews. The search reached a range of conclusions. most notably that all the dimensions of sensory marketing had had an effective and fundamental link in customer behavior. the research then concluded a number of recommendations. most notably the company's focus on sensory marketing. as well as the opening of many communication channels with customers and considered active partners at all stages of service.