Abstract
Consumers are considered “King” who is served by businesses. To
keep “King” happy and satisfied, businesses use different marketing
strategies to position their products and services. For this sensory
marketing has become a significant strategy for businesses specially
hotels and restaurant industry. The purpose of this study is to see the
impact of sensory marketing on customer loyalty through mediating
role of service quality. For this a structured questionnaire was
distributed among the customers of restaurant industry. Total 450
questionnaires were distributed and 362 were received in return.
Partial least square method and path coefficients were used to test the
relationship among the variables and significance was tested by
applying bootstrapping. It was found that service quality partially
mediates between sensory marketing and customer loyalty. Direct and
indirect relations were calculated to find the significance and
insignificance of relationships among variables
Zoya Wajid Satti, Samreen Fahim Babar, Hafiz Mushtaq Ahmad. (2017) Mediating Role of Service Quality between Sensory Marketing and Customer Loyalty in Restaurant Industry: A Case of Pakistan , Journal of Managerial Sciences, Volume 11, Issue 3.
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