The Impact of Sensory Marketing on Customer Loyalty in The Iranian Clothing Brand Industry: With an Emphasis on the Sensory Marketing Mix

Subject Areas : marketing

Mohammad hadi Asgari ¹ , mehran Fazeli Veisari ²

1 - Assistant Professor of Business Management Department, Tonkabon Branch, Islamic Azad University of Tonkabon, Tonkabon, Iran. (Chairman of Iran Business Management Association and corresponding).
2 - Master's student in Business Administration - Electronic Commerce, Department of Management, Islamic Azad University, Tonkabon, Iran.

Received: 2022-12-21 Accepted : 2023-02-08 Published : 2023-02-20

Keywords: Structural equation, customer loyalty, Sensory Marketing, sensory marketing mix, Iran's clothing industry,

Abstract :

In the customer's interaction with the company, environmental information is received by the five senses. The compatibility or lack of compatibility of the environment's characteristics with the customer's sensory tastes can cause the customer's satisfaction or dissatisfaction. The purpose of this research was to investigate the effect of mixed sensory marketing on customer loyalty in Iran's clothing industry. The research method is descriptive-survey and practical in terms of purpose. Considering that the statistical population of the research is unlimited and includes buyers and consumers of clothes from 18 Iranian brands in the age group of children, teenagers and adults, therefore, the sample size was determined using Cochran's formula of 384 and selected using non-probability sampling method. In order to collect the data, the mixed marketing questionnaires of Hassi-Kian and Loui, 2009, as well as the customer loyalty questionnaire by Vaida Kenopite, 2015, were used, which were subjected to confirmatory factor analysis, the general structure of the research questionnaires was subjected to content construct validity and homogeneity by Cronbach's alpha method. They were also approved. In order to analyze the data, structural equation technique was used using LISREL software. The results of the research showed that all sensory marketing components, except the interaction component, have a positive and significant effect on customer loyalty.