Mediating Customer Experience in the Relationship between Sensory Marketing and Repurchase Intention: An Applied study on fast food customers

نوع المستند : المقالة الأصلية

المؤلفون

1 كلية الأعمال - جامعة حورس

2 معهد راية العالى للإدارة والتجارة الخارجية بدمياط الجديدة

المستخلص

The present research sought to examine both the direct and indirect influences of sensory marketing on customers repurchase intentions, with customer experience serving as a mediating variable. The research targeted Egyptian customers who frequent leading fast-food chains—such as KFC, Pizza Hut, McDonald’s, Burger King, Hardees, and Tikka by distributing the questionnaire via social media platforms. A non-probability snowball sampling technique was employed, resulting in a final sample of 384 respondents. To collect data, the researchers developed a structured electronic questionnaire tailored to the study objectives. Data analysis involved descriptive statistics using SPSS version 26, while hypothesis testing was conducted using Structural Equation Modeling (SEM) via AMOS version 24.
The findings revealed that sensory marketing exerts a statistically significant influence on repurchase intention, as well as on customer experience. Furthermore, customer experience was found to have a significant and positive impact on repurchase intention. Regarding the indirect pathways, the analysis confirmed that customer experience plays a mediating role in the relationship between sensory marketing and repurchase intention. Consequently, all proposed hypotheses were empirically supported. This research provides practical and theoretical implications for marketers in the fast-food industry.

الكلمات الرئيسية

مجلة البحوث المالية والتجارية
المجلد 26، العدد 4
الجزء الثالث أبحاث متخصصة في إدارة الأعمال
أكتوبر 2025
الصفحة 508-546

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