أثر التسويق الحسي في تحسين تجربة الزبون

Abstract

This study aims to investigate “The impact of sensory marketing on improving customer experience” through a case study of El- Baz Hotel in El-Eulma, from the perspective of a sample of the hotel’s customers and management. To achieve the objectives, the study relied on the five dimensions of sensory marketing (visual, auditory, olfactory, tactile, and gustatory) as independent variables, while the dependent variable was represented by the customer experience with its three dimensions: cognitive, emotional, and behavioral.

The study adopted a descriptive methodology. To deepen understanding and ensure data validity, two tools were used for data collection: a primary tool consisting of an electronic questionnaire distributed to a purposive sample of 211 customers of El Baz Hotel, deliberately selected based on their hotel experience; and a secondary tool consisting of a semi-structured personal interview conducted with the hotel manager to explore the strategic vision of management. Quantitative data were statistically processed using SPSS software, employing several methods (T-test, ANOVA, and linear regression analysis), while the interview was subjected to thematic analysis.

The study demonstrated a statistically significant impact of sensory marketing dimensions on improving customer experience from the perspective of guests. These results were consistent with the findings of the management interview, confirming the importance of employing sensory design as an integrated strategic tool to enhance the quality of the hotel experience and ensure customer loyalty.