The Effect of Sensory Marketing on Brand Loyalty: The Mediating Role of Customer Experience Applied to Cafes

Document Type : Original Article

Authors

1 Marketing and International Business, Faulty of Management Sciences, October University for Modern Sciences and Arts (MSA)

2 Marketing and International Business, Faculty of Management Sciences, October University for Modern Sciences and Arts (MSA)

Abstract

Purpose: This study aims to examine the effect of sensory marketing on brand loyalty, with

customer experience as a mediating variable. The findings aim to help marketing managers in the

café industry develop a strong competitive advantage in an increasingly saturated market.



Methodology: A conceptual model was developed based on a literature review and affirmed by

exploratory research. The main part of this research is a quantitative approach. Data were collected

through 211 online questionnaires from café visitors using a non-probability convenience sample.



Findings: The study employed Spearman’s correlation to examine the relationships among

sensory marketing, brand loyalty, and customer experience, and utilized Structural Equation

Modeling (SEM) to test the hypotheses. The results indicate that sensory marketing and customer experience have moderate positive relationship with brand loyalty. However, the direct relationship between sensory marketing and brand loyalty is weak. Moreover, SEM analysis confirmed that sensory marketing does not directly impact brand loyalty without customer experience as a mediator, indicating complete mediation.



Implications: Based on the findings, several recommendations are proposed for marketing

managers in cafés to enhance sensory marketing strategies and improve customer experience to

foster brand loyalty. For instance, implementing an electronic loyalty card that can be scanned

instead of using traditional stamps could streamline the process and enhance customer experience.



Limitations and Future Research: The study acknowledges certain limitations, including a focus

on specific variables. Future research is encouraged to explore additional factors that may

influence brand loyalty and customer experience in the café industry.

Keywords

MSA-Management Sciences Journal
Volume 4, Issue 4
November 2025
Pages 114-130

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