The effect of sensory marketing on promoting the brand image and customer satisfaction of water places in Mashhad

Sensory marketing is a type of marketing in which the salesperson or marketer tries to engage the five senses of their target community, which can keep the customer loyal for a long time. The most important feature that a marketer should pay attention to is the brand image and the feeling that is created in the customer.that Increases their loyalty, which can increase the number of other loyal customers, thus improving the brand image in the minds of customers is one of the important goals of marketing. The purpose of this study was to investigate the effect of sensory marketing on brand image promotion and customer satisfaction of water places in Mashhad. The method of the present study was applied in terms of purpose and descriptive-correlational in terms of analysis, which was done by field method. The statistical population of the study is all customers of private and public pools in Mashhad with an unlimited community of which ۳۸۴ samples were randomly selected using Morgan table. Data collection required for research using standard questionnaires ۲۶ questions Sensory Marketing et al (۲۰۰۹), brand image ۲۰ questions Wu and Yeung (۲۰۱۱) and customer satisfaction ۳ seam and Bahat questions (۲۰۱۸) on a ۵-choice scale Likert took place. The reliability of the research instrument was confirmed using Cronbach s alpha test. Data analysis was performed using descriptive and inferential statistics with the help of LISEREL software. Findings showed that sensory marketing has a significant effect on brand image promotion and customer satisfaction of water places in Mashhad. Therefore, pool managers can improve the brand image in the minds of their customers through sensory marketing and provide them with satisfaction.

کلیدواژه ها:

sensory marketing ، Brand image ، Experiential marketing ، Customer satisfaction ، Water Park