The role of sensory marketing in the improvement of customer experience and the intention of purchase from a store (case of study: Ofogh Kourosh chain stores)

Subject Areas : business management

Reza Kazemi ¹ , majid fattahi ² , Niloofar Imankhan ³

1 - Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran
2 - Department of Management, Sari Branch, Islamic Azad University, Sari, Iran
3 - Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran

Received: 2020-12-09 Accepted : 2021-01-28 Published : 2021-06-22

Keywords: purchase intention, Sensory Marketing, Improvement of customer experience, Ofogh Kourosh chain stores,

Abstract :

Sensory marketing is one of the modern methods of marketing that attracts target market customers by creating a distinct experience and affecting the perception and behavior of the buyer's decision. So, the purpose of the present research is to examine the role of sensory marketing in the improvement of customer experience and the intention of purchase from Ofogh Kourosh chain store in Sari. For this purpose, the questionnaire of the research was distributed among 384 populations that include all customers of Ofogh Kourosh chain stores in Sari. The method of the research was descriptive and correlational. To answer the hypotheses of the research, LISREL Software and structural equations modeling were used. The results showed that sensory marketing has a positive significant effect on the improvement of customer experience and the intention of purchase from the store. Also, all dimensions of sensory marketing have a positive significant effect on the improvement of customer experience and the intention of purchase from the store. Also, all dimensions of sensory marketing have a positive significant effect on the improvement of customer experience and the intention of purchase from the store.