The influence of Sensory Marketing on perceived service quality and satisfaction of Gen Z customers when using culinary services at food and beverage outlets in Ho Chi Minh City
Main Article Content
Abstract
The study aims to examine the impact of sensory Marketing on perceived service quality and customer satisfaction when using culinary services at food outlets. Research data was collected from 588 generation Z diners in Ho Chi Minh City. Data analysis involved using SPSS 22 and AMOS 22 software. Various techniques were employed, including Cronbach's Alpha analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The research results reveal that all five sensory factors influence the perception of service quality. Among these factors, smell has the most significant impact, followed by taste, sight, hearing, and touch. It is noteworthy that perceived service quality consistently influences diner satisfaction. Based on the research results, the author has made recommendations that food stores need to simultaneously use sensory marketing elements to improve customer satisfaction when using culinary services.
Article Details
Keywords
Cuisine, Customer satisfaction, Gen Z, Perceived service quality, Sensory Marketing
References
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. https://doi.org/https://doi.org/10.1016/S0160-7383(99)00108-5
Barwise, P., & Meehan, S. (2018). Simply Better: Winning and Keeping Customers by Delivering What Matters Most. Retrieved August 28, 2023. from https://hbr.org/product/simply-better-winning-and-keepingcustomers-by-delivering-what-matters-most/3980E-KND-ENG
Biswas, D., Labrecque, L., & Lehmann, D. (2021). Effects of Sequential Sensory Cues on Food Taste Perception: Cross‐Modal Interplay Between Visual and Olfactory Stimuli. Journal of Consumer Psychology, 31. https://doi.org/10.1002/jcpy.1231
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1), 7. https://doi.org/10.2307/3172510
Cardello, A. V. (1995). Food quality: Relativity, context and consumer expectations. Food Quality and Preference, 6(3), 163-170. https://doi.org/https://doi.org/10.1016/0950-3293(94)00039-X
Chang, W. L. (2020). Applying ANP to analyse sensory experience in restaurants. British Food Journal, 122(1), 122-135. https://doi.org/10.1108/BFJ-07-2019-0497
Chen, W. K., Wen, H. Y., & Silalahi, A. D. K. (2021, 29-31 Aug. 2021). Parasocial Interaction with YouTubers: Does Sensory Appeal in the YouTubers' Video Influences Purchase Intention? 2021 IEEE International Conference on Social Sciences and Intelligent Management (SSIM). https://doi.org/10.1109/SSIM49526.2021.9555195
Clark, M. A., & Wood, R. C. J. B. F. J. (1999). Consumer loyalty in the restaurant industry: A preliminary exploration of the issues. International Journal of Contemporary Hospitality Management, 10(4), 139-144. https://doi.org/10.1108/09596119810222104
Costell, E. (2002). A comparison of sensory methods in quality control. Food Quality and Preference, 13(6), 341-353. https://doi.org/https://doi.org/10.1016/S0950-3293(02)00020-4
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55. https://doi.org/10.2307/1252296
Crusco, A. H., & Wetzel, C. G. (1984). The Midas Touch: The effects of interpersonal touch on restaurant tipping. Personality and Social Psychology Bulletin, 10(4), 512-517. https://doi.org/10.1177/0146167284104003
Đặng Thị Thúy An, Nguyễn Trung Tiến, Phan Thị Tiếm & Ngô Cẩm Tiên (2021). Các nhân tố ảnh hưởng đến sự hài lòng chất lượng dịch vụ nhà hàng: Trường hợp tại khách sạn Sài Gòn – Vĩnh Long. Tạp chí Công thương, 19, 239-244.
Daucé, B., & Rieunier, S. (2002). Le marketing sensoriel du point de vente. Recherche et Applications en Marketing (French Edition), 17(4), 45-65. https://doi.org/10.1177/076737010201700408
Erenkol, A. D., & Merve, A. K. (2015). Sensory marketing. Journal of Administrative Sciences and Policy Studies, 3(1), 1-26. http://dx.doi.org/10.15640/jasps.v3n1a1
Fyall, A., Legohérel, P., Frochot, I., & Wang, Y. (2019). Marketing for Tourism and Hospitality: Collaboration, Technology and Experiences. Routledge. https://books.google.com.vn/books?id=i1GtswEACAAJ.
Gobe, M., & Gobé, M. (2001). Emotional Branding: The New Paradigm for Connecting Brands to People. Allworth Press. https://books.google.com.vn/books?id=nmlCnwEACAAJ.
Ha, J., & Jang, S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29, 520-529. https://doi.org/10.1016/j.ijhm.2009.12.005
Haase, J., & Wiedmann, K. P. (2018). The sensory perception item set (SPI): An exploratory effort to develop a holistic scale for sensory marketing. Psychology & Marketing, 35. https://doi.org/10.1002/mar.21130.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Prentice-Hall, Inc.
Hoang, S., & Tučková, Z. (2021). The impact of sensory marketing on street food for the return of international visitors: Case study in Vietnam. Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration, 29. https://doi.org/10.46585/sp29021282.
Hultén, B. (2020). Sensory Marketing: An Introduction. SAGE Publications. https://books.google.com.vn/books?id=6we3ygEACAAJ.
Hussain, S. (2018). Brand Image and Customer Loyalty Through Sensory Marketing Strategies - A Study on International Fast Food Chain Restaurants, International Journal of Management Studies, 5(2), 2231-2528, http://dx.doi.org/10.18843/ijms/v5i2(7)/05
Hussain, S. (2019). Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses. International Journal of Business Strategy, 16, 34-44. https://ssrn.com/abstract=3792792
Ifeanyichukwu, C., & Peter, A. (2018). The Role of Sensory Marketing in Achieving Customer Patronagein FastFood Restaurants in Awka. International Research Journal Of Management, IT & Social Sciences, 5(2), 155-163. https://doi.org/10.21744/irjmis.v5i2.632163
Jang, H. W., & Lee, S.-B. (2019). Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management. Sustainability, 11(22), 6430. https://www.mdpi.com/2071-1050/11/22/6430.
Kaiser, H.F. (1974). An index of factorial simplicity. Psychometrika, 39 (31–36). DOI: https://doi.org/10.1007/BF02291575
Kim, D., Ferrin, D., & Rao, R. (2009). Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration. Information Systems Research, 20, 237-257. https://doi.org/10.1287/isre.1080.0188
Kim, W. H., Lee, S. H., & Kim, K. S. (2020). Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: the moderating roles of customers’ prior experience and gender. Anatolia. An International Journal of Tourism and Hospitality Research, 31(4), 523–535. https://doi.org/10.1080/13032917.2020.1783692
Kivela, J., Inbakaran, R., & Reece, J. (2000). Consumer research in the restaurant environment. Part 3: Analysis, findings and conclusions. International Journal of Contemporary Hospitality Management, 12(1), 13-30. https://doi.org/10.1108/09596110010304984
Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). New York: Guilford.
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Principles of Marketing, 2nd edition. Corporate Communications: An International Journal, 6(3), 164–165. https://doi.org/10.1108/ccij.2001.6.3.164.1
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351. https://doi.org/https://doi.org/10.1016/j.jcps.2011.08.003
Krishna, A., Morrin, M., & Sayin, E. (2013). Smellizing Cookies and Salivating: A Focus on Olfactory Imagery. Journal of Consumer Research, 41(1), 18-34. https://doi.org/10.1086/674664
Krishna, A. J. C. B. (2011). An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment and Behavior, 22(3), 332-351. https://doi.org/10.1016/j.jcps.2011.08.003
Leppard, P., Russell, C., & Cox, D. (2004). Improving means-end-chain studies by using a ranking method to construct hierarchical value map. Food Quality and Preference, 15, 489-497. https://doi.org/10.1016/j.foodqual.2003.09.001
Lindborg, P. (2015). Psychoacoustic, physical, and perceptual features of restaurants: A field survey in Singapore. Applied Acoustics, 92, 47-60. https://doi.org/https://doi.org/10.1016/j.apacoust.2015.01.002
Lindstrom, M. (2006). Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound. Strategic Direction, 22. https://doi.org/10.1108/sd.2006.05622bae.001
Mattila, A. S. (2001). The effectiveness of service recovery in a multi‐industry setting. Journal of Services Marketing, 15(7), 583-596. https://doi.org/10.1108/08876040110407509
Maughan, M., Bollero, G., Lee, D. K., Darmody, R., Bonos, S., Cortese, L., . . . Voigt, T. (2012). Miscanthus × giganteus productivity: the effects of management in different environments. GCB Bioenergy, 4(3), 253-265. https://doi.org/https://doi.org/10.1111/j.1757-1707.2011.01144.x
Michel, C., Velasco, C., Gatti, E., & Spence, C. (2014). A taste of Kandinsky: assessing the influence of the artistic visual presentation of food on the dining experience. Flavour, 3(1), 1-11. https://doi.org/10.1186/2044-7248-3-7
Moskowitz, D. S., & Young, S. N. (2006). Ecological momentary assessment: what it is and why it is a method of the future in clinical psychopharmacology. Journal of Psychiatry and Neuroscience, 31(1), 13-20. https://psycnet.apa.org/record/2007-03393-002.
Namkung, Y., & Jang, S. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409. https://doi.org/10.1177/1096348007299924
Nguyễn Trọng Nhân, Huỳnh Tương Ái và Lê Nhật Linh (2016). Những nhân tố ảnh hưởng đến chất lượng dịch vụ nhà hàng: Nghiên cứu trường hợp Quận Ninh Kiều, Thành phố Cần Thơ. Tạp chí trường đại học Cần Thơ, 46, 39-47.
Nyman, J. (2009). Cultural Contact and the Contemporary Culinary Memoir: Home, Memory and Identity in Madhur Jaffrey and Diana Abu-Jaber. Biography Studies, 24, 282-298. https://doi.org/10.1353/abs.2010.0000
Parasuraman, A., Zeithaml, Valerie A. & Berry, Leonard L. (1988). SERVQUAL: a multiple- item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), p. 12-40
Park, H., Almanza, B. A., Miao, L., Sydnor, S., & Jang, S. (2016). Consumer perceptions and emotions about sanitation conditions in full-service restaurants. Journal of Foodservice Business Research, 19(5), 474-487. https://doi.org/10.1080/15378020.2016.1189740
Peck, J., & Childers, T. (2003). Individual Differences in Haptic Information Processing: The “Need for Touch” Scale. Journal of Consumer Research, 30, 430-442. https://doi.org/10.1086/378619
Phạm Thị Huyền và Mai Thị Hải Linh (2022). Các yếu tố tác động vào giác quan và sự hài lòng của thực khách với các nhà hàng chay: Nghiên cứu tại Hà Nội. Tạp chí Kinh tế và Phát triển, 300, 64-73
Phạm Thị Huyền, Trần Quế Nhi, Doãn Hà My, La Gia Long, & Vũ Tiến Đức (2022). Ảnh hưởng của Sensory Marketing đến cảm nhận về chất lượng và sự hài lòng với dịch vụ y tế tại các bệnh viện công lập ở Việt nam. Tạp chí Nghiên cứu và Kinh doanh Châu Á (JABES), năm thứ 33, số 7 (2022), 55-70
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. https://doi.org/10.1002/dir.20015
Qu, H. (1997). Determinant Factors and Choice Intention for Chinese Restaurant Dining. Journal of Restaurant & Foodservice Marketing, 2(2), 35-49. https://doi.org/10.1300/J061v02n02_03
Raab, C., Zemke, D. M. V., Hertzman, J. L., & Singh, D. (2013). Restaurant Customers’ Perceptions of Noise and Their Satisfaction and Loyalty Behaviors. International Journal of Hospitality & Tourism Administration, 14(4), 398-414. https://doi.org/10.1080/15256480.2013.838090
Reimann, M., Lünemann, U. F., & Chase, R. B. (2008). Uncertainty Avoidance as a Moderator of the Relationship between Perceived Service Quality and Customer Satisfaction. Journal of Service Research, 11(1), 63–73. https://doi.org/10.1177/1094670508319093
Ryu, K., & Jang, S. S. (2007). The Effect of Environmental Perceptions on Behavioral Intentions Through Emotions: The Case of Upscale Restaurants. Journal of Hospitality & Tourism Research, 31(1), 56-72. https://doi.org/10.1177/1096348006295506
Satti, Z. W., Babar, S. F., & Ahmad, H. M. (2021). Exploring mediating role of service quality in the association between sensory marketing and customer satisfaction. Total Quality Management & Business Excellence, 32(7-8), 719-736. https://doi.org/10.1080/14783363.2019.1632185
Satti, Z. W., Babar, S. F., & Parveen, S. (2022). Role of Customer Satisfaction as a Mediator between Sensory Marketing and Customer Loyalty: A Case of Pakistani Restaurant Industry. Journal of International Food & Agribusiness Marketing, 1-23. https://doi.org/10.1080/08974438.2022.2049415
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39. https://doi.org/10.1002/mar.21661
Shaw, C., & Ivens, J. (2002). Building Great Customer Experiences. Palgrave Macmillan UK. https://books.google.com.vn/books?id=uDXz6TrwOGUC.
Silaban, P. H., Chen, W. K., Eunike, I. J., & Silalahi, A. D. K. (2023). Traditional restaurant managers’ use of sensory marketing to maintain customer satisfaction: Findings from PLS-SEM and fsQCA. Cogent Business & Management, 10(1), 2196788. https://doi.org/10.1080/23311975.2023.2196788
Spence, C., & Shankar, M. (2010). The influence of auditory cues on the perception of, and responses to, food and drink. Journal of Sensory Studies, 25, 406-430. https://doi.org/10.1111/j.1745-459X.2009.00267.x
Steffens, J., Wilczek, T., & Weinzierl, S. (2021). Junk Food or Haute Cuisine to the Ear? – Investigating the Relationship Between Room Acoustics, Soundscape, Non-Acoustical Factors, and the Perceived Quality of Restaurants [Original Research]. 7. https://doi.org/10.3389/fbuil.2021.676009
Woodside, A. G., Frey, L. L., & Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intension. Journal of Health Care Marketing, 9(4), 5–17. https://europepmc.org/article/med/10304174
Stevens, P., Knutson, B., & Patton, M. (1995). Dineserv: A tool for measuring service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly, 36(2), 5-60. https://doi.org/https://doi.org/10.1016/0010-8804(95)93844-K
Yozukmaz, N., & Topaloglu, C. (2016). Senses in Hospitality: How Do Hotels Appeal to Them?. Journal of Tourism and Hospitality Management, 4(2), 51-74. https://doi.org/10.15640/jthm.v4n2a4
Barwise, P., & Meehan, S. (2018). Simply Better: Winning and Keeping Customers by Delivering What Matters Most. Retrieved August 28, 2023. from https://hbr.org/product/simply-better-winning-and-keepingcustomers-by-delivering-what-matters-most/3980E-KND-ENG
Biswas, D., Labrecque, L., & Lehmann, D. (2021). Effects of Sequential Sensory Cues on Food Taste Perception: Cross‐Modal Interplay Between Visual and Olfactory Stimuli. Journal of Consumer Psychology, 31. https://doi.org/10.1002/jcpy.1231
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1), 7. https://doi.org/10.2307/3172510
Cardello, A. V. (1995). Food quality: Relativity, context and consumer expectations. Food Quality and Preference, 6(3), 163-170. https://doi.org/https://doi.org/10.1016/0950-3293(94)00039-X
Chang, W. L. (2020). Applying ANP to analyse sensory experience in restaurants. British Food Journal, 122(1), 122-135. https://doi.org/10.1108/BFJ-07-2019-0497
Chen, W. K., Wen, H. Y., & Silalahi, A. D. K. (2021, 29-31 Aug. 2021). Parasocial Interaction with YouTubers: Does Sensory Appeal in the YouTubers' Video Influences Purchase Intention? 2021 IEEE International Conference on Social Sciences and Intelligent Management (SSIM). https://doi.org/10.1109/SSIM49526.2021.9555195
Clark, M. A., & Wood, R. C. J. B. F. J. (1999). Consumer loyalty in the restaurant industry: A preliminary exploration of the issues. International Journal of Contemporary Hospitality Management, 10(4), 139-144. https://doi.org/10.1108/09596119810222104
Costell, E. (2002). A comparison of sensory methods in quality control. Food Quality and Preference, 13(6), 341-353. https://doi.org/https://doi.org/10.1016/S0950-3293(02)00020-4
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55. https://doi.org/10.2307/1252296
Crusco, A. H., & Wetzel, C. G. (1984). The Midas Touch: The effects of interpersonal touch on restaurant tipping. Personality and Social Psychology Bulletin, 10(4), 512-517. https://doi.org/10.1177/0146167284104003
Đặng Thị Thúy An, Nguyễn Trung Tiến, Phan Thị Tiếm & Ngô Cẩm Tiên (2021). Các nhân tố ảnh hưởng đến sự hài lòng chất lượng dịch vụ nhà hàng: Trường hợp tại khách sạn Sài Gòn – Vĩnh Long. Tạp chí Công thương, 19, 239-244.
Daucé, B., & Rieunier, S. (2002). Le marketing sensoriel du point de vente. Recherche et Applications en Marketing (French Edition), 17(4), 45-65. https://doi.org/10.1177/076737010201700408
Erenkol, A. D., & Merve, A. K. (2015). Sensory marketing. Journal of Administrative Sciences and Policy Studies, 3(1), 1-26. http://dx.doi.org/10.15640/jasps.v3n1a1
Fyall, A., Legohérel, P., Frochot, I., & Wang, Y. (2019). Marketing for Tourism and Hospitality: Collaboration, Technology and Experiences. Routledge. https://books.google.com.vn/books?id=i1GtswEACAAJ.
Gobe, M., & Gobé, M. (2001). Emotional Branding: The New Paradigm for Connecting Brands to People. Allworth Press. https://books.google.com.vn/books?id=nmlCnwEACAAJ.
Ha, J., & Jang, S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29, 520-529. https://doi.org/10.1016/j.ijhm.2009.12.005
Haase, J., & Wiedmann, K. P. (2018). The sensory perception item set (SPI): An exploratory effort to develop a holistic scale for sensory marketing. Psychology & Marketing, 35. https://doi.org/10.1002/mar.21130.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Prentice-Hall, Inc.
Hoang, S., & Tučková, Z. (2021). The impact of sensory marketing on street food for the return of international visitors: Case study in Vietnam. Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration, 29. https://doi.org/10.46585/sp29021282.
Hultén, B. (2020). Sensory Marketing: An Introduction. SAGE Publications. https://books.google.com.vn/books?id=6we3ygEACAAJ.
Hussain, S. (2018). Brand Image and Customer Loyalty Through Sensory Marketing Strategies - A Study on International Fast Food Chain Restaurants, International Journal of Management Studies, 5(2), 2231-2528, http://dx.doi.org/10.18843/ijms/v5i2(7)/05
Hussain, S. (2019). Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses. International Journal of Business Strategy, 16, 34-44. https://ssrn.com/abstract=3792792
Ifeanyichukwu, C., & Peter, A. (2018). The Role of Sensory Marketing in Achieving Customer Patronagein FastFood Restaurants in Awka. International Research Journal Of Management, IT & Social Sciences, 5(2), 155-163. https://doi.org/10.21744/irjmis.v5i2.632163
Jang, H. W., & Lee, S.-B. (2019). Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management. Sustainability, 11(22), 6430. https://www.mdpi.com/2071-1050/11/22/6430.
Kaiser, H.F. (1974). An index of factorial simplicity. Psychometrika, 39 (31–36). DOI: https://doi.org/10.1007/BF02291575
Kim, D., Ferrin, D., & Rao, R. (2009). Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration. Information Systems Research, 20, 237-257. https://doi.org/10.1287/isre.1080.0188
Kim, W. H., Lee, S. H., & Kim, K. S. (2020). Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: the moderating roles of customers’ prior experience and gender. Anatolia. An International Journal of Tourism and Hospitality Research, 31(4), 523–535. https://doi.org/10.1080/13032917.2020.1783692
Kivela, J., Inbakaran, R., & Reece, J. (2000). Consumer research in the restaurant environment. Part 3: Analysis, findings and conclusions. International Journal of Contemporary Hospitality Management, 12(1), 13-30. https://doi.org/10.1108/09596110010304984
Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). New York: Guilford.
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Principles of Marketing, 2nd edition. Corporate Communications: An International Journal, 6(3), 164–165. https://doi.org/10.1108/ccij.2001.6.3.164.1
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351. https://doi.org/https://doi.org/10.1016/j.jcps.2011.08.003
Krishna, A., Morrin, M., & Sayin, E. (2013). Smellizing Cookies and Salivating: A Focus on Olfactory Imagery. Journal of Consumer Research, 41(1), 18-34. https://doi.org/10.1086/674664
Krishna, A. J. C. B. (2011). An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment and Behavior, 22(3), 332-351. https://doi.org/10.1016/j.jcps.2011.08.003
Leppard, P., Russell, C., & Cox, D. (2004). Improving means-end-chain studies by using a ranking method to construct hierarchical value map. Food Quality and Preference, 15, 489-497. https://doi.org/10.1016/j.foodqual.2003.09.001
Lindborg, P. (2015). Psychoacoustic, physical, and perceptual features of restaurants: A field survey in Singapore. Applied Acoustics, 92, 47-60. https://doi.org/https://doi.org/10.1016/j.apacoust.2015.01.002
Lindstrom, M. (2006). Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound. Strategic Direction, 22. https://doi.org/10.1108/sd.2006.05622bae.001
Mattila, A. S. (2001). The effectiveness of service recovery in a multi‐industry setting. Journal of Services Marketing, 15(7), 583-596. https://doi.org/10.1108/08876040110407509
Maughan, M., Bollero, G., Lee, D. K., Darmody, R., Bonos, S., Cortese, L., . . . Voigt, T. (2012). Miscanthus × giganteus productivity: the effects of management in different environments. GCB Bioenergy, 4(3), 253-265. https://doi.org/https://doi.org/10.1111/j.1757-1707.2011.01144.x
Michel, C., Velasco, C., Gatti, E., & Spence, C. (2014). A taste of Kandinsky: assessing the influence of the artistic visual presentation of food on the dining experience. Flavour, 3(1), 1-11. https://doi.org/10.1186/2044-7248-3-7
Moskowitz, D. S., & Young, S. N. (2006). Ecological momentary assessment: what it is and why it is a method of the future in clinical psychopharmacology. Journal of Psychiatry and Neuroscience, 31(1), 13-20. https://psycnet.apa.org/record/2007-03393-002.
Namkung, Y., & Jang, S. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409. https://doi.org/10.1177/1096348007299924
Nguyễn Trọng Nhân, Huỳnh Tương Ái và Lê Nhật Linh (2016). Những nhân tố ảnh hưởng đến chất lượng dịch vụ nhà hàng: Nghiên cứu trường hợp Quận Ninh Kiều, Thành phố Cần Thơ. Tạp chí trường đại học Cần Thơ, 46, 39-47.
Nyman, J. (2009). Cultural Contact and the Contemporary Culinary Memoir: Home, Memory and Identity in Madhur Jaffrey and Diana Abu-Jaber. Biography Studies, 24, 282-298. https://doi.org/10.1353/abs.2010.0000
Parasuraman, A., Zeithaml, Valerie A. & Berry, Leonard L. (1988). SERVQUAL: a multiple- item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), p. 12-40
Park, H., Almanza, B. A., Miao, L., Sydnor, S., & Jang, S. (2016). Consumer perceptions and emotions about sanitation conditions in full-service restaurants. Journal of Foodservice Business Research, 19(5), 474-487. https://doi.org/10.1080/15378020.2016.1189740
Peck, J., & Childers, T. (2003). Individual Differences in Haptic Information Processing: The “Need for Touch” Scale. Journal of Consumer Research, 30, 430-442. https://doi.org/10.1086/378619
Phạm Thị Huyền và Mai Thị Hải Linh (2022). Các yếu tố tác động vào giác quan và sự hài lòng của thực khách với các nhà hàng chay: Nghiên cứu tại Hà Nội. Tạp chí Kinh tế và Phát triển, 300, 64-73
Phạm Thị Huyền, Trần Quế Nhi, Doãn Hà My, La Gia Long, & Vũ Tiến Đức (2022). Ảnh hưởng của Sensory Marketing đến cảm nhận về chất lượng và sự hài lòng với dịch vụ y tế tại các bệnh viện công lập ở Việt nam. Tạp chí Nghiên cứu và Kinh doanh Châu Á (JABES), năm thứ 33, số 7 (2022), 55-70
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. https://doi.org/10.1002/dir.20015
Qu, H. (1997). Determinant Factors and Choice Intention for Chinese Restaurant Dining. Journal of Restaurant & Foodservice Marketing, 2(2), 35-49. https://doi.org/10.1300/J061v02n02_03
Raab, C., Zemke, D. M. V., Hertzman, J. L., & Singh, D. (2013). Restaurant Customers’ Perceptions of Noise and Their Satisfaction and Loyalty Behaviors. International Journal of Hospitality & Tourism Administration, 14(4), 398-414. https://doi.org/10.1080/15256480.2013.838090
Reimann, M., Lünemann, U. F., & Chase, R. B. (2008). Uncertainty Avoidance as a Moderator of the Relationship between Perceived Service Quality and Customer Satisfaction. Journal of Service Research, 11(1), 63–73. https://doi.org/10.1177/1094670508319093
Ryu, K., & Jang, S. S. (2007). The Effect of Environmental Perceptions on Behavioral Intentions Through Emotions: The Case of Upscale Restaurants. Journal of Hospitality & Tourism Research, 31(1), 56-72. https://doi.org/10.1177/1096348006295506
Satti, Z. W., Babar, S. F., & Ahmad, H. M. (2021). Exploring mediating role of service quality in the association between sensory marketing and customer satisfaction. Total Quality Management & Business Excellence, 32(7-8), 719-736. https://doi.org/10.1080/14783363.2019.1632185
Satti, Z. W., Babar, S. F., & Parveen, S. (2022). Role of Customer Satisfaction as a Mediator between Sensory Marketing and Customer Loyalty: A Case of Pakistani Restaurant Industry. Journal of International Food & Agribusiness Marketing, 1-23. https://doi.org/10.1080/08974438.2022.2049415
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39. https://doi.org/10.1002/mar.21661
Shaw, C., & Ivens, J. (2002). Building Great Customer Experiences. Palgrave Macmillan UK. https://books.google.com.vn/books?id=uDXz6TrwOGUC.
Silaban, P. H., Chen, W. K., Eunike, I. J., & Silalahi, A. D. K. (2023). Traditional restaurant managers’ use of sensory marketing to maintain customer satisfaction: Findings from PLS-SEM and fsQCA. Cogent Business & Management, 10(1), 2196788. https://doi.org/10.1080/23311975.2023.2196788
Spence, C., & Shankar, M. (2010). The influence of auditory cues on the perception of, and responses to, food and drink. Journal of Sensory Studies, 25, 406-430. https://doi.org/10.1111/j.1745-459X.2009.00267.x
Steffens, J., Wilczek, T., & Weinzierl, S. (2021). Junk Food or Haute Cuisine to the Ear? – Investigating the Relationship Between Room Acoustics, Soundscape, Non-Acoustical Factors, and the Perceived Quality of Restaurants [Original Research]. 7. https://doi.org/10.3389/fbuil.2021.676009
Woodside, A. G., Frey, L. L., & Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intension. Journal of Health Care Marketing, 9(4), 5–17. https://europepmc.org/article/med/10304174
Stevens, P., Knutson, B., & Patton, M. (1995). Dineserv: A tool for measuring service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly, 36(2), 5-60. https://doi.org/https://doi.org/10.1016/0010-8804(95)93844-K
Yozukmaz, N., & Topaloglu, C. (2016). Senses in Hospitality: How Do Hotels Appeal to Them?. Journal of Tourism and Hospitality Management, 4(2), 51-74. https://doi.org/10.15640/jthm.v4n2a4
Most read articles by the same author(s)
- Nguyen Ngoc Hanh, Nguyen Dong Trieu, Nguyen Thi Thoa, Huynh Tri An, Trinh Thi Hong Minh, Impact factors on employees’ working motivation at University of Finance – Marketing , Journal of Finance and Marketing: No. 62 (2021)
- Ta Van Thanh, Lam Ngoc Thuy, Nguyen Dong Trieu, Ho Thi Thao Nguyen, Tran Ba Duy Linh, Relationship between service quality, adoptation of online information and brand trustthrough brand image in residential real estate project developers in Vietnam , Journal of Finance and Marketing: Vol. 13, issue 5