Publication Details
Abstract
The present study sought to ascertain the influence of sensory marketing, via its dimensions of sight, smell, and taste, on the enhancement of consumer understanding, as characterized by the physical environment and staff engagement. The study utilized a descriptive-analytical strategy, and data were gathered using a structured online questionnaire. The study sample comprised 380 respondents, randomly chosen among patrons of fast-food establishments in the city of Al-Elm. Descriptive statistics were employed to elucidate the correlations and effects among the variable dimensions.
The study reached several findings, the most notable of which is the existence of a positive correlation between sensory marketing and customer knowledge in the context of fast-food restaurants, as perceived by the study sample. Additionally, the study highlighted the role of the external environment of restaurants as a key factor in attracting customers and creating new knowledge.
The study recommends focusing on the importance of attracting, developing, and retaining employees who exhibit customer-oriented personalities. Accordingly, best practices and procedures in employee selection and recruitment should be implemented to ensure that frontline service employees are capable of attracting and providing personalized customer-oriented service. This would enhance customer knowledge and foster positive impressions toward the stores.