چکیده:
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.
خلاصه ماشینی:
The Role of Sensory Marketing on Improving Customer Experience and Purchase Intention from Stores (Case Study: Ofogh Koroush Chain Stores) Reza Kazemi 1 2 Date of article receipt: 99/09/19 Date of article acceptance: 99/11/09 Majid Fattahi Niloufar Iman Khan 3 Abstract Sensory marketing is one of the modern marketing methods that attracts target market customers by creating a distinct experience and influencing the perception and decision-making behavior of the buyer.
Therefore, the aim of this research is to investigate the role of sensory marketing on improving customer experience and purchase intention from stores in Ofogh Koroush chain stores in Sari city.
The results showed that sensory marketing has a positive and significant effect on improving customer experience and purchase intention from the store.
Furthermore, all dimensions of sensory marketing have a positive and significant effect on improving customer experience and purchase intention from the store.
Keywords Sensory marketing, improving customer experience, purchase intention, Ofogh Koroush chain stores 1-Department of Commercial Management, Sari Branch, Islamic Azad University, Sari, Iran.
Research Hypotheses Main Hypothesis 1: Sensory marketing has a positive and significant effect on improving customer experience.
Visual atmosphere in marketing has a positive and significant effect on improving customer experience.
3. Olfactory atmosphere in marketing has a positive and significant effect on improving customer experience.
4. Tactile atmosphere in marketing has a positive and significant effect on improving customer experience.
Because the studies of this research showed that sensory marketing has a significant effect on improving customer experience and purchase intention from the store.
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