Document Type : Original Article
Authors
1
Master of Business Management, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2
Assistant Professor of Business Administration Department, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
3
Associate Prof., of Business Management, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
4
PhD student in public administration, Islamic Azad University, Ardabil, Iran.
10.48308/jbmp.2024.235029.1586
Abstract
Sensory marketing, which is considered in the field of marketing communications, is a response to the need of marketers to establish two-way communication, coordinate with the audience's normal behavior in order to use the five senses of the customer in a positive way, to lead to the lastingness of the brand in his memory and can attract and retain the brand. Influence the customer and influence marketing plans and company goals. Therefore, the purpose of this research is to investigate the effect of sensory marketing on the attraction and retention of coffee customers in coffee shops with the moderating role of ethnic identity. And due to the unlimited statistical population, the sample size was 384 people who were randomly selected using Morgan's table. In order to measure the variables, a standard questionnaire was used. The validity of the questionnaire was evaluated in a diagnostic, convergent and divergent manner, and the reliability of the questionnaire was also evaluated with Cronbach's alpha coefficient. Data analysis was done using SPSS and Smart PLS3 software with structural equation tests. The results of data analysis showed that sensory marketing has a significant effect on attracting new customers, and sensory marketing has a significant effect on retaining current customers, and ethnic identity between Sensory marketing and attracting new customers has a moderating role. Finally, the results showed that ethnic identity has a moderating role between sensory marketing and retaining current customers.
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