How sensory marketing elements attract customer to return to theme restaurant / Nuratirah Kamaludin ... [et al.]

Kamaludin, Nuratirah and Thamby Chik, Chemah and Bachok, Sabaianah and Sulaiman, Suria (2020) How sensory marketing elements attract customer to return to theme restaurant / Nuratirah Kamaludin ... [et al.]. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 12 (1). pp. 1-10. ISSN 1985-8914 ; 2590-3837

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Abstract

Foodservice consumers in Malaysia continued to record powerful performance in 2018 as Malaysians continued to boost their appetite in eating away from home. Foodservice industry copes with the opportunity to manage customers and making sure all their needs and preferences are fulfilled. Sensory marketing has been recognized as one of the factors that could attract customers. The elements of sensory marketing such as visual, olfactory, auditory, tactile and gustative might be useful for every food service industry especially for customers in a theme restaurant to become fully immersed with sensory experiences. However, could sensory experiences attract them to return? This conceptual paper seeks to understand the sensory elements of sensory marketing that could have been adopted or adapted in theme restaurant to engage customers to return. This area of study is rarely discussed in Malaysia although it could be proven beneficial to boost restaurant industry generally.
Keywords

Metadata

Item Type: Article
Creators:
Creators
Email
Kamaludin, Nuratirah
UNSPECIFIED
Thamby Chik, Chemah
chemah@uitm.edu.my
Bachok, Sabaianah
UNSPECIFIED
Sulaiman, Suria
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 ; 2590-3837
Volume: 12
Number: 1
Page Range: pp. 1-10
Official URL: https://www.jthca.org/
Item ID: 29167
Uncontrolled Keywords: Sensory Marketing, Sensory Elements, Theme Restaurant, Customer Return
URI: https://ir.uitm.edu.my/id/eprint/29167

ID Number

29167

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