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Title: | The Influence of Multi-Sensory Marketing on Brand Loyalty with the Mediating Effect of Customer Satisfaction with Special Reference to the Star Level Hotels in Western Province, Sri Lanka |
Authors: | Bandara, H. M. Dissanayake, D. M. R. |
Keywords: | Brand Loyalty, Consumer Satisfaction, Multi - Sensory Marketing, Star Level Hotel Industry |
Issue Date: | 2024 |
Publisher: | Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka |
Citation: | Bandara, H. M.; Dissanayake, D. M. R. (2024), The Influence of Multi-Sensory Marketing on Brand Loyalty with the Mediating Effect of Customer Satisfaction with Special Reference to the Star Level Hotels in Western Province, Sri Lanka, 8th Student Research Conference in Marketing (SRCM 2024), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 31 |
Abstract: | Senses play a major role in the lives of people, and when considering the customer perspective, senses are also the also the most important factor because each customer has a need to satisfy their senses through the products and services that they are purchasing. When the satisfaction is fulfilled, brand loyalty exists. This study examines the influence of multi-sensory marketing on brand loyalty with the mediating effect of customer satisfaction, with special reference to the star-level hotels in the western province of Sri Lanka. The methodological paradigm uses positivism as the research philosophy. The study is quantitative research with a deductive approach to testing the existing theories and hypotheses. Primary data collection is used for collecting data from the star-level hotel consumers in the western province by using a well-structured online questionnaire among the 384 respondents. The data were analysed using SPSS software. As per the research findings, there is a positive influence of multi-sensory marketing on brand loyalty. The results provide luxury marketers with useful information to improve consumer satisfaction and loyalty. It is advised that luxury, star-level hotel brands strategically use sensory cues to create brand loyalty. In the Sri Lankan context, the influence of multi-sensory marketing on brand loyalty should be investigated further. |
URI: | http://repository.kln.ac.lk/handle/123456789/28227 |
Appears in Collections: | 8th-2024 |
Files in This Item:
File | Description | Size | Format | |
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8th SRCM 31.pdf | 12.52 kB | Adobe PDF | View/Open |
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