Traditional restaurant managers’ use of sensory marketing to maintain customer satisfaction: Findings from PLS-SEM and fsQCA

Silaban, Pantas H.; Chen, Wen-Kuo; Eunike, Ixora Javanisa; Silalahi, Andri Dayarana K.

doi:10.1080/23311975.2023.2196788

Cited by 12 publications

(5 citation statements)

References 65 publications

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“…Customer happiness depends on authenticity aspects, thus understanding them is crucial. A restaurant's ability to offer an authentic experience that meets customers' cultural expectations may dramatically affect customer happiness, loyalty, return visits, and favorable word-of-mouth marketing (Silaban, et al, 2023). The study illuminates these aspects to assist restaurant owners, managers, and marketers make educated decisions to improve customer experiences.…”

Section: Context Of the Studymentioning

confidence: 99%

The Influence of Various Factors on Customer Satisfaction in an Ethnic Themed Restaurant with Regards to Authenticity

et al. 2023

IJFMR

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Ethnic-themed restaurants provide a vast range of cuisines to diners worldwide. Customer happiness depends on authenticity, which helps these businesses succeed. This abstract discusses the many aspects that determine ethnic-themed restaurant authenticity and consumer happiness. First, the menu determines authenticity in such restaurants. For an authentic dining experience, a well-researched and diversified menu of traditional and regional cuisines produced with authentic ingredients and cooking methods is vital. Chefs and kitchen workers that know the food and culture help retain authenticity. Dishes that don't match the homeland's tastes and appearance might disappoint customers. Interior design and décor also contribute to authenticity. The restaurant's artwork, decor, and style must reflect the culture. By taking customers to the culture's heartland, this makes eating more enjoyable. Overambitious decorating may become caricature, losing genuineness. In ethnic-themed restaurants, service is crucial to client happiness. Culturally aware staff who can walk guests through the menu and give recommendations create a genuine eating experience. Friendly and attentive service ensures customer happiness and memory retention. Ingredient sourcing affects authenticity too. Real, high-quality, and, if feasible, local ingredients give meals their true flavor. Customers who want authentic food may be disappointed when restaurants cut corners on ingredients for cost or convenience. The restaurant's cultural expression and environment should also be courteous and devoid of stereotypes and cultural appropriation. Misrepresentation or appropriation might hurt customers' authenticity and satisfaction as they become more culturally sensitive. Ethnic-themed restaurants must retain authenticity via food, design, service, ingredient sourcing, and cultural portrayal, yet consumers' expectations might differ. Customers' authentic impressions are influenced by their origins, cultures, and experiences. Thus, restaurant owners must combine serving a varied audience with preserving the food and culture. Finally, ethnic-themed restaurant authenticity is a complicated interaction of elements that affects consumer happiness. These businesses must provide authentic cuisine, ambiance, service, and ingredients while respecting ethnic differences and meeting client expectations to prosper. Achieving this balance is a constant challenge that rewards diners seeking a genuine culinary experience. Authenticity in Ethnic Restaurants and Customer Satisfaction

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Section: Context Of the Studymentioning

confidence: 99%

The Influence of Various Factors on Customer Satisfaction in an Ethnic Themed Restaurant with Regards to Authenticity

et al. 2023

IJFMR

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“…Additionally, consumers with different beliefs have different attitudes and motivations (Bukhari et al, 2020). Despite these differences, there are fundamental similarities in food purchasing decision patterns, as they require sensory involvement in feeling, hearing, smelling, and touching (Silaban et al, 2023;Bizel & Ortega, 2021;Ifeanyichukwu & Peter, 2018). The existence of sensory elements that form the basis of consumers' cognitive and emotional perceptions is crucial in understanding consumer purchasing decisions, especially in the food industry (Silaban et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

“…Despite these differences, there are fundamental similarities in food purchasing decision patterns, as they require sensory involvement in feeling, hearing, smelling, and touching (Silaban et al, 2023;Bizel & Ortega, 2021;Ifeanyichukwu & Peter, 2018). The existence of sensory elements that form the basis of consumers' cognitive and emotional perceptions is crucial in understanding consumer purchasing decisions, especially in the food industry (Silaban et al, 2023). However, with the emergence of online shopping, food purchasing patterns have changed significantly over time (Pramezwary, et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

“…However, recent studies suggest that digital influencers can be more effective in evaluating products online than direct brand evaluations (Hermanda et al, 2019;Castillo & Fernández, 2019;Widyanto & Agusti, 2020). This highlights the importance of this research, especially considering the significant behavioral changes that have occurred, as purchasing food has always been an experience that involves feeling, hearing, smelling, and touching (Silaban et al, 2023;Bizel & Ortega, 2021;Ifeanyichukwu & Peter, 2018). Nevertheless, consumers now have different tendencies due to the influence of digital influencers, who provide motivation based on trends, visuals, promotions, and the availability of information.…”

Section: Introductionmentioning

confidence: 99%

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Examining digital influencers’ impact on customer's hedonic motivation, utilitarian motivation and purchase intention

Tanarto,

Mujanandi,

Manaf

2024

IJOMS

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The purpose of this study is to investigate how external factors influence people's intentions to buy food online. A survey was conducted using an online form that was widely distributed to people who follow digital influencers on social media, have made online food purchases, and live in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The study was conducted to gather a more comprehensive view of consumer shopping behavior in Indonesia by combining trends, visual appeals, sales promotion, and information availability from digital influences in social media that impact customer motivation (hedonic and utilitarian) and customer purchase intention for food products online. The research results demonstrate a genuine relationship between digital influences and their impact on social networks as a new trend of the digital era. The study also proves that there is a positive relationship between the hedonistic motivation and the Utilitarian motivation on purchase intention. Moreover, the research shows that promotions carried out on different platforms from the sales platform can also have a significant impact on consumer motivation and purchasing intentions. Based on the research results, we recommend that food product sellers should consider using digital influences as promotional tools on social platforms. We recommend that future researchers investigate differences in shopping motivation based on different products or consumer market segments, especially in terms of external factors that trigger motivation to shop for food through digital activities.

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“…Although the idea has been studied in marketing for many years, its empirical research evaluating the impact on commercial results has only begun in the recent decade. Research has shown that sensory marketing supports the spontaneous reactions of customers , their satisfaction and loyalty (Silaban et al, 2023), and predictable customer behaviour (Biswas et al, 2019). Additionally, sensory marketing increases brand equity (Shahid et al, 2022) and positive image overall (Hung et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

Peculiarities of sensory marketing

Išoraitė,

Ambrusevič

2023

JESI

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This article aims to provide a theoretical analysis of the primary sensory marketing types, tools and techniques. The methodological structure used in the study is based on theoretical descriptive, comparative, and analytical methods. The application of the qualitative approach is based on case analysis. The article examines the concept of sensory marketing and the types of technologies used. Qualitative research is original and innovative. It allows us to come to creative scientific insights, which can be instrumental in suggesting recommendations for improving the application of sensory marketing in practice. The results may have practical implications via benefits to the business and institutions provided by applying sensory marketing.

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Traditional restaurant managers’ use of sensory marketing to maintain customer satisfaction: Findings from PLS-SEM and fsQCA

Cited by 12 publications

References 65 publications

The Influence of Various Factors on Customer Satisfaction in an Ethnic Themed Restaurant with Regards to Authenticity

The Influence of Various Factors on Customer Satisfaction in an Ethnic Themed Restaurant with Regards to Authenticity

Examining digital influencers’ impact on customer's hedonic motivation, utilitarian motivation and purchase intention

Peculiarities of sensory marketing

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