THE EFFECT OF SENSORY MARKETING AND PERCIEVED VALUE ON CUSTOMER’S BEHAVIOURIAL INTENTION IN FAST FOOD RESTURANT WITH MEDIATING ROLE OF CUSTOMER SATISFACTION

Abstract

The study aim to find the effect of sensory marketing, perceived value on customer satisfaction and their behavioral intention in a fast food restaurant. Sensory cues are the first step the fast food restaurant has to take into account for customer satisfaction. Each sensory cues including vision, auditory olfaction, taste, haptics has an effect on patrons visiting restaurant and each of them is investigated in this study with respect to fast food restaurants. Another important element discussed in this study is perceived value and its impact of customer satisfaction and behavioral intention. The study suggest that perceived value of patron with respect to price and quality of service provided by restaurant will have impact on customers satisfaction and their increases frqieucny of visit. The study is conducted in Pakistan, the hypothesis is tested among 200 respondents belong to different cities of Pakistan. The result shows that the visual , auditory and taste cues have no effect on customers satisfaction, while haptics and olfaction has effect on fast food restaurant. Similarly perceived value has positive impact on customer satisfaction but no direct impact behavioral intention. Finally, customer satisfaction has huge impact on fast food restaurant. The research also proofs the mediatory role of customer satisfaction between haptic, olfaction and perceived valued on behavioral intention. This study makes a theoretical and managerial contribution by offering advice to academics and managers who are interested in using sensory marketing strategies and impact of perceived value to raise customer satisfaction and behavioral intention in fast food restaurants.