Sensory Marketing and Willingness to Pay a Premium Amount: Investigating the Mediating Effect of Customer Loyalty

Abstract

Using the S-O-R paradigm, the goal of the research is to give concrete evidence that supports the importance of sensory marketing in the setting of fast food restaurants. Three waves of data were collected from 348 consumers of fast food restaurants in Pakistan who were chosen based on proportional income quotas. The research findings confirmed the hypothesis that restaurants that employ sensory marketing methods can attract more willingness to pay by customers than those that do not. The results revealed that customer loyalty mediates the relationship between sensory marketing and customer willingness to pay a premium. This study should be replicated in a number of scenarios to ensure that the findings are consistent while also unearthing new perspectives.