Does the Multisensory Marketing have an impact on customer engagement in the Gastronomy industry? / Dounia MOURID / 2023

Titre : Does the Multisensory Marketing have an impact on customer engagement in the Gastronomy industry? Type de document : Mémoire Auteurs : Dounia MOURID, Auteur Année de publication : 2023 Importance : 28p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management MARKETING ACHAT ; MARKETING SENSORIEL Entreprise PRIMEL GASTRONOMIE Résumé : The consumer sensory experience would be a new source of differentiation for gastronomic restaurants which are increasingly faced with the similarities of their offering. In fact, today’s consumers are more demanding and have higher expectations about their dining experiences. In that sense the concept of multi-sensorial marketing came to fill the gap and create memorable sensory experiences leading to increase their engagement. A qualitative study was therefore conducted to try to understand the influence of multi-sensorial marketing on customer engagement in the gastronomy industry. It seems that sensory experiences contribute to the appreciation of the multi-sensorial restaurant because of the various emotions it creates and the lasting imprint it leaves for the consumer. Thus, their desire to relive the experiences motives them to revisit the immersive restaurants. However, the strongest the sensory experience is, lower the excitement can be and higher the anticipation of surprise becomes. Creating a consistent integration of the five senses in the gastronomic experiences is thus necessary, as it will help to strengthen the bond between consumers and the restaurant. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581960