Sensory Marketing and Its Role In Customer Happiness An exploratory study of the opinions of a sample of customers who frequent Restaurants in the city of Mosul

Abstract

The current research seeks to demonstrate the correlation and influence relationship between sensory marketing in its dimensions and customer happiness in its dimensions, due to the great importance of the subject in light of the expansion of markets and the diversity of products and brands. The descriptive analytical approach was adopted, and two main hypotheses were formulated that stipulate the existence of a correlation and influence relationship between the research variables. A random sample of (80) customers was selected who frequented a number of restaurants in the city of Mosul that were established after the liberation of the city of Mosul, and their preferences and orientations were identified through designing a questionnaire form that included a set of paragraphs. Its data was analyzed using the SPSS program, and the values of the correlation and influence coefficients were calculated. The research reached conclusions, the most important of which were: Sensory marketing in its dimensions represented by the five senses of the individual contributes to achieving customer happiness through his experience in purchasing the product or brand and working on repeating the purchase. Based on the conclusions, the research reached a set of proposals and mechanisms for implementing them, the most important of which were: Service organizations should meet the needs and desires of customers in a way that attracts many customers and wins them for the organization, by providing High quality services at competitive prices compared to other competitors, attention to the appearance of the staff and the internal and external arrangement of the restaurants studied.