Local Coffee Shop Use of Sensory Marketing to Maintain Customer Loyalty: The Mediating Role of Customer Satisfaction

ALODIA LASTRI DWIPUTRI

Abstract


Indonesia boasts the world's fourth-highest coffee consumption, with demand steadily rising. Interestingly, nearly 25% of coffee drinkers are social drinkers, which means they enjoy coffee primarily when catching up with friends at cafes. However, the coffee shop market is saturated, leading to fierce competition among coffee shops struggling to retain customers. Loyalty is scarce, with most customers flitting between cafes. We explore whether customer satisfaction mediates the relationship between sensory marketing and loyalty. Existing research suggests a link between sensory marketing, customer satisfaction, and ultimately, customer loyalty. This study aims to analyze and test this connection within the Indonesian coffee shop landscape. This research focuses on loyal customers of the chosen cafes, targeting those who have visited more than once. The method used in this study is quantitative with the technique of distributing questionnaires, then the results will be calculated using SMART PLS ver. 3.9 accompanied by descriptive analysis for explanation.


Full Text:

PDF

References


Ali, F., Kim, W. G., Li, J., & Jeon, H.-M. (2018). Make it delightful: Customers’ experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing & Management, 7, 1–11. https://doi.org/https://doi.org/10.1016/j.jdmm.2016.05.003

Aljumah, A., Nuseir, M., & Refae, G. (2022). The effect of sensory marketing factors on customer loyalty during Covid 19: Exploring the mediating role of customer satisfaction. International Journal of Data and Network Science, 6, 1359–1368. https://doi.org/10.5267/j.ijdns.2022.5.015

Biggs, L., Juravle, G., & Spence, C. (2016). Haptic exploration of plateware alters the perceived texture and taste of food. Food Quality and Preference, 50, 129–134. https://doi.org/https://doi.org/10.1016/j.foodqual.2016.02.007

Carranza, R., Díaz, E., & Martín-Consuegra, D. (2018). The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis. Journal of Hospitality and Tourism Technology, 9(3), 380–396. https://doi.org/10.1108/JHTT-09-2017-0104

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

Chiguvi, D., & Guruwo, P. (2017). Impact of Customer Satisfaction on Customer Loyalty in the Banking Sector.

Cicerali, E. E., Kaya Cicerali, L., & Saldamlı, A. (2017). Linking Psycho-Environmental Comfort Factors to Tourist Satisfaction Levels: Application of a Psychology Theory to Tourism Research. Journal of Hospitality Marketing & Management, 26(7), 717–734. https://doi.org/10.1080/19368623.2017.1296395

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001

Eid, R. (2013). Integrating Muslim Customer Perceived Value, Satisfaction, Loyalty and Retention in the Tourism Industry: An empirical study. International Journal of Tourism Research, 17. https://doi.org/10.1002/jtr.1982

Erlina, E., & Hermawan, D. (2021). Marketing Mix on Customer Loyalty at Coffee Shop in Bandung. APTISI Transactions on Management, 5(1), 89–96. https://doi.org/10.33050/atm.v5i1.1488

Ferreira, B. M. (2019). Packaging texture influences product taste and consumer satisfaction. Journal of Sensory Studies, 34(6), e12532. https://doi.org/https://doi.org/10.1111/joss.12532

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

Hammoud, J., Bizri, R., & Baba, I. (2018). The Impact of E-Banking Service Quality on Customer Satisfaction: Evidence From the Lebanese Banking Sector. SAGE Open, 8, 215824401879063. https://doi.org/10.1177/2158244018790633

Han, H., Nguyen, H. N., Song, H., Chua, B.-L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86–97. https://doi.org/https://doi.org/10.1016/j.ijhm.2017.12.011

Han, H., & Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry. Journal of Hospitality & Tourism Research, 33(4), 487–510. https://doi.org/10.1177/1096348009344212

Hanaysha, J. (2016). Testing the Effects of Food Quality, Price Fairness, and Physical Environment on Customer Satisfaction in Fast Food Restaurant Industry. Journal of Asian Business Strategy, 6, 31–40. https://doi.org/10.18488/journal.1006/2016.6.2/1006.2.31.40

Horng, J.-S., & Hsu, H. (2021). Esthetic Dining Experience: The relations among aesthetic stimulation, pleasantness, memorable experience, and behavioral intentions. Journal of Hospitality Marketing & Management, 30(4), 419–437. https://doi.org/10.1080/19368623.2021.1859425

Hulten, B. (2020). Sensory marketing: an introduction (M. Waters, Ed.). SAGE Publications.

International Coffee Organisation. (2021, May). World Coffee Consumption. https://ico.org/prices/new-consumption-table.pdf

Jang, H. W., & Lee, S. B. (2019). Applying effective sensory marketing to sustainable coffee shop business management. Sustainability (Switzerland), 11(22). https://doi.org/10.3390/su11226430

Jin, N. (Paul), Line, N. D., & Merkebu, J. (2016). The effects of image and price fairness. International Journal of Contemporary Hospitality Management, 28(9), 1895–1914. https://doi.org/10.1108/IJCHM-03-2015-0094

Kataria, S., & Saini, V. (2020). The mediating impact of customer satisfaction in relation of brand equity and brand loyalty. South Asian Journal of Business Studies, 9(1), 62–87. https://doi.org/10.1108/SAJBS-03-2019-0046

Kim, C.-H., & sung Jung, Y. (2018). A Study on the Effects of Experiential Marketing on Satisfaction, Loyalty and Purchase Intention: Differences between User Groups in Marine Leisure Industry. The Korean Academic Association of Business Administration, 31, 603–624. https://api.semanticscholar.org/CorpusID:169454471

Krishna, A., Morrin, M., & Sayin, E. (2014). Smellizing Cookies and Salivating: A Focus on Olfactory Imagery. Journal of Consumer Research, 41(1), 18–34. https://doi.org/10.1086/674664

Kuczamer-Kłopotowska, S. (2017). Sensory Marketing as a New Tool of Supporting the Marketing Communication Process in Tourism Services Sector. 63, 226–235.

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

Liu, Y., & Jang, S. (Shawn). (2009). Perceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28(3), 338–348. https://doi.org/https://doi.org/10.1016/j.ijhm.2008.10.008

Mansouri, H., Sadeghi Boroujerdi, S., & Md Husin, M. (2022). The influence of sellers’ ethical behaviour on customer’s loyalty, satisfaction and trust. Spanish Journal of Marketing - ESIC, 26(2), 267–283. https://doi.org/10.1108/SJME-09-2021-0176

Mensah, I., & Mensah, R. (2018). Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus. 4, 27–36. https://doi.org/10.5281/zenodo.1247542

MIX Marcomm & Toffin. (2019, December 23). Leading reasons for consumers to go to a coffee shop in Indonesia. Statista. https://www.statista.com/statistics/1124174/indonesia-reasons-to-go-to-a-coffee-shop/

Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/https://doi.org/10.1016/j.annals.2011.01.015

Nurhayati-Wolff, H. (2023, May 2). Breakdown of the different types of coffee drinkers in Indonesia as at October 2019. Statista. https://www.statista.com/statistics/1127008/indonesia-coffee-drinkers-breakdown-by-type/

Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed). Taylor and Francis Group.

Park, W. (2020). Made on Earth: Road to Recovery The drink that kept us going through Covid-19. BBC. https://www.bbc.com/future/bespoke/made-on-earth/how-the-coffee-trade-survived-Covid-19.html

Petit, O., Velasco, C., & Spence, C. (2019). Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience. Journal of Interactive Marketing, 45, 42–61. https://doi.org/https://doi.org/10.1016/j.intmar.2018.07.004

Pham, Y., Reardon-Smith, K., Mushtaq, S., & Cockfield, G. (2019). The impact of climate change and variability on coffee production: a systematic review. Climatic Change, 156(4), 609–630. https://doi.org/10.1007/s10584-019-02538-y

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

Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690. https://doi.org/https://doi.org/10.1016/j.heliyon.2019.e02690

Russo, J. (2014). Connecting Through the Clutter: Stay Ahead of Consumers to Win in Today’s Fragmented Markets. Nielsen. http://www.nielsen.com/us/ en/insights/news/2014/connecting-through-the-clutter-stay-ahead-of-consumers-towin-in-todays-fragmented-markets.html.

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. (2023). 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, 35(5), 559–581. 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(7), 1398–1412.

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., Puccinelli, N. M., Grewal, D., & Roggeveen, A. L. (2014). Store atmospherics: A multisensory perspective. Psychology & Marketing, 31(7), 472–488.

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. Frontiers in Built Environment, 7. https://doi.org/10.3389/fbuil.2021.676009

Sulibhavi, B., & Shivashankar, K. (2017). “Brand Image and Trust on Customers Loyalty: A Study on Private Label Brands in Hubli-Dharwad Conglomerate City of Karnataka.†Int. Journal of Engineering Research and Application Www.Ijera.Com, 7(6), 2248–9622. https://doi.org/10.9790/9622-0709060106

Tu, Y.-T., & . H.-C. C. (2012). Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan. Journal of Social and Development Sciences, 3(1). https://doi.org/10.22610/jsds.v3i1.682




DOI: https://doi.org/10.32535/jicp.v7i1.3098

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 ALODIA LASTRI DWIPUTRI

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Flag Counter

Published by:

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:+62 341 366222
Email: journal.jicp@gmail.com
Website:http://ejournal.aibpmjournals.com/index.php/JICP

Supported by: Association of International Business & Professional Management

If you are interested to get the journal subscription you can contact us at admin@aibpm.org.

ISSN 2622-0989 (Print)
ISSN 2621-993X (Online)

DOI:Prefix 10.32535 by CrossREF

Journal of International Conference Proceedings (JICP) INDEXED:

 

In Process


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.