The customer journey in the light of sensory marketing for fast food restaurants
Providing high-quality services and delivering a positive customer experience has become critical to the success of any restaurant. The purpose of the paper to analyse the customer journey during fast food service delivery, establish a correlation between sensory marketing and the customer journey,...
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| Format: | Article |
| Language: | English |
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Ural State University of Economics
2025-07-01
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| Series: | Управленец |
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| Online Access: | https://upravlenets.usue.ru/en/issues-2025/1740 |
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| _version_ | 1849341947295039488 |
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| author | Mohammed Edan Al Khazraje Mustafa Raad Saleh Noor Khaleel Ibrahem |
| author_facet | Mohammed Edan Al Khazraje Mustafa Raad Saleh Noor Khaleel Ibrahem |
| author_sort | Mohammed Edan Al Khazraje |
| collection | DOAJ |
| description | Providing high-quality services and delivering a positive customer experience has become critical to the success of any restaurant. The purpose of the paper to analyse the customer journey during fast food service delivery, establish a correlation between sensory marketing and the customer journey, and improve the interaction with touchpoints by comprehending the sensory influences that can be used to enhance the customer experience throughout the journey. The theoretical basis of the study is comprised of classical marketing theory and the customer-centric approach. Structural equation modelling, descriptive statistics, regression and correlation analyses were used as research methods. The empirical framework includes the results of an online survey with 303 respondents, who are regular customers of four most popular fast food restaurants in Baghdad (Iraq). SPSS V.26 software was used to analyse and process the data. The study found that there is a significant relationship between sensory marketing and the customer journey. The fast-food restaurants use sensory marketing techniques (visual, auditory, olfactory, and gustative) to enhance the customer experience and better manage the customer's journey during food ordering. In the fast food industry, gustative and olfactory marketing techniques have the most significant impact on the customer journey. It was also revealed that the interaction with touchpoints is influenced by the sensory response of the customer. |
| format | Article |
| id | doaj-art-ec237734b0e5431cb2e2dc6a8e372ce1 |
| institution | Kabale University |
| issn | 2218-5003 2686-7923 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Ural State University of Economics |
| record_format | Article |
| series | Управленец |
| spelling | doaj-art-ec237734b0e5431cb2e2dc6a8e372ce12025-08-20T03:43:31ZengUral State University of EconomicsУправленец2218-50032686-79232025-07-01163789110.29141/2218-5003-2025-16-3-6 The customer journey in the light of sensory marketing for fast food restaurantsMohammed Edan Al Khazraje0Mustafa Raad Saleh1Noor Khaleel Ibrahem2Middle Technical UniversityMiddle Technical UniversityAl Mustansiriyah UniversityProviding high-quality services and delivering a positive customer experience has become critical to the success of any restaurant. The purpose of the paper to analyse the customer journey during fast food service delivery, establish a correlation between sensory marketing and the customer journey, and improve the interaction with touchpoints by comprehending the sensory influences that can be used to enhance the customer experience throughout the journey. The theoretical basis of the study is comprised of classical marketing theory and the customer-centric approach. Structural equation modelling, descriptive statistics, regression and correlation analyses were used as research methods. The empirical framework includes the results of an online survey with 303 respondents, who are regular customers of four most popular fast food restaurants in Baghdad (Iraq). SPSS V.26 software was used to analyse and process the data. The study found that there is a significant relationship between sensory marketing and the customer journey. The fast-food restaurants use sensory marketing techniques (visual, auditory, olfactory, and gustative) to enhance the customer experience and better manage the customer's journey during food ordering. In the fast food industry, gustative and olfactory marketing techniques have the most significant impact on the customer journey. It was also revealed that the interaction with touchpoints is influenced by the sensory response of the customer.https://upravlenets.usue.ru/en/issues-2025/1740sensory marketingcustomer journeyvisual marketingauditory marketingcustomer experiencetouchpointsfast food restaurantsiraq |
| spellingShingle | Mohammed Edan Al Khazraje Mustafa Raad Saleh Noor Khaleel Ibrahem The customer journey in the light of sensory marketing for fast food restaurants Управленец sensory marketing customer journey visual marketing auditory marketing customer experience touchpoints fast food restaurants iraq |
| title | The customer journey in the light of sensory marketing for fast food restaurants |
| title_full | The customer journey in the light of sensory marketing for fast food restaurants |
| title_fullStr | The customer journey in the light of sensory marketing for fast food restaurants |
| title_full_unstemmed | The customer journey in the light of sensory marketing for fast food restaurants |
| title_short | The customer journey in the light of sensory marketing for fast food restaurants |
| title_sort | customer journey in the light of sensory marketing for fast food restaurants |
| topic | sensory marketing customer journey visual marketing auditory marketing customer experience touchpoints fast food restaurants iraq |
| url | https://upravlenets.usue.ru/en/issues-2025/1740 |
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