Mihirani, B. K.Patabendige, S. S. J.Madushika, R. A. L.2025-07-172025Mihirani, B. K., Patabendige, S. S. J., & Madushika, R. A. L. (2025). Sensory Marketing on Customers Revisit Intention: Special Reference to Hospitals in Sri Lanka. 9th Student Research Conference in Marketing. Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.http://repository.kln.ac.lk/handle/123456789/29722This research investigates the impact of sensory marketing on customer revisit intentions in hospitals in Sri Lanka. Sensory marketing, which engages consumers’ five senses, Visual, Auditory, Olfactory, Tactile, and Gustative has been widely explored in the retail and hospitality sectors but has yet to be researched in hospitals, particularly in Sri Lanka. The study addresses this gap by examining how sensory stimuli influence patient behavior. As service providers, hospitals should adopt patient-centred approaches to improve satisfaction and encourage revisit intentions. By focusing on sensory marketing dimensions (Visual, Auditory, Olfactory, Tactile, and Gustative) and their impact on revisit intentions, this research contributes to the broader literature on sensory marketing and consumer behavior in healthcare. A quantitative research methodology was used in a structured questionnaire distributed to 386 hospital users across Sri Lanka. Sampling ensured a diversity of responses, and validated scales were used to measure sensory marketing elements and their effects on revisit intentions. Data analysis included descriptive statistics, correlation, and regression techniques through IBM SPSS 30 statistical software to assess the relationships between sensory marketing dimensions and revisit intentions. The findings indicate that sensory marketing significantly influences revisit intentions in hospitals, with tactile and gustatory marketing emerging as the strongest predictors. Visual marketing factors such as interior design, lighting, and signage also positively influenced patient satisfaction and revisit intentions. Auditory marketing, including relaxing background music and ambient sound, improved the overall patient experience, revealing that stress is less pleasant. Olfactory marketing, through pleasant aromas in hospital environments, contributed to comfort and satisfaction and indirectly encouraged repeat visits. Tactile marketing elements, such as comfortable seating, soft textures, and interactive displays, directly influenced repeat visit intentions by enhancing patient engagement. These results are consistent with the existing literature on sensory marketing, highlighting its specific implications in healthcare. The study also faced several limitations. It focused only on hospital users, limiting the generalizability of the findings to public healthcare settings. The use of convenience sampling may have introduced bias, as the sample may not be fully representative of the diverse population of individuals in Sri Lanka. In addition, the cross-sectional design limits our understanding of the long-term effects of sensory marketing on individual loyalty. Furthermore, key variables such as price, affordability, and accessibility, which also influence revisit intentions, were not included. Future research could address these gaps by incorporating longitudinal designs and examining additional variables. Theoretically, this study extends the application of sensory marketing theories to hospitals. It demonstrates that sensory stimuli can improve patient experience and drive return visits. In practice, the findings suggest that hospitals can improve patient experience and revisit intentions by investing in sensory elements. Strategies include using aesthetically pleasing environments, using relaxing sounds and scents, ensuring comfortable tactile interactions, and specially offering quality food service. These measures can create distinctive characteristics that differentiate hospitals in a competitive hospital marketplace and provide hospital marketers and administrators with actionable insights to create patient-centric environments that foster loyalty to return.Auditory MarketingCustomer Revisit IntentionGustative MarketingOlfactory MarketingSensory MarketingTactile MarketingVisual MarketingArticle