Year: 2025
Type: article
Study design: Observational Study
Abstract: Aim: This study assessed the level of sensory marketing strategies implemented by café establishments in Tangub City and determined which among the five sensory dimensions-sight, sound, smell, taste, and touch-most strongly influences customer satisfaction and loyalty.Methodology: A descriptive quantitative research design was employed using a modified and validated survey questionnaire.The instrument measured customer perceptions of sensory marketing across visual (sight), auditory (sound), olfactory (smell), gustative (taste), and tactile (touch) dimensions.Data were collected from 336 customers of ten selected cafés in Tangub City.Results: Findings indicated that customers rated the overall sensory marketing strategies of cafés as very high.Among the five dimensions, tactile marketing (touch) was the most dominant, with factors such as physical comfort, ambiance, and quality of materials significantly shaping customer perception and preference. Conclusion:The study concludes that sensory marketing plays a crucial role in enhancing customer experiences in Tangub City cafés, with tactile elements being the most influential.These findings highlight the importance of integrating multi-sensory strategies to strengthen customer satisfaction and loyalty.
DOI: 10.63498/etcor458
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414522433
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