Multi-Sensory Marketing And Its Effect On Customer Delight: Mediator Role Of Brand Experience
An Analytical Exploratory Study Of The Opinions Of A Sample Of
Customers Of Premium Class Hotels In The Holy Governorate Of Karbala
Ph.D. thesis submitted to the Council of the College of Administration and Economics
University of Karbala It is part of the requirements for obtaining a Doctorate of
Philosophy in Business Administration
By
Suhad Barqi Kamel Mohsen
Supervision By
Prof. Dr. Abdul Fattah Jassim Zaalan A. Prof. Dr. Rasha Abbas Abboud Al-Rubaie
Abstract
The current study aims to identify the effect of multi-sensory marketing on customer delight through the Mediator role of the brand experience in premium hotels (The Baron, Rayhana Karbala) in the Holy Governorate of Karbala.. Based on a problem diagnosed with multiple questions that included the extent to which influencing trends between variables are understood in practice, and To establish the philosophical foundations, the study adopted a model (Wiedmann et al, 2018) to measure Multi-sensory marketing, which consists of five dimensions (visual marketing, auditory marketing, tactile marketing, olfactory marketing, and gustatory marketing). Model (Kwong & Yau, 2002 ( to measure customer delight, which included five dimensions (Justice, esteem, security, trust, and variety). While the
brand experience was measured using the model (Brakus, et al, 2009). It includes four dimensions (sensory experience, emotional experience, behavioral experience, and intellectual experience).
The descriptive analytical approach was adopted in presenting and interpreting the study information, and the questionnaire was used as a main tool in collecting data and information about the study sample, which represented a group of customers of excellent hotels in the Holy Governorate of Karbala, amounting to (374) customers,
based on the Stephen Thompson equation.
Furthermore, for statistical analysis and treatment, the study adopted confirmatory factor analysis as a basic structural test for the validity of the adopted measures and a set of descriptive statistical measures, Pearson Correlations, Structural Equation Modeling to measure influence relationships, Path Analysis, and a test (Sobel) to measure the role of the significance of the mediating variable in testing the indirect effect hypothesis. These methods were used through statistical programs (Amos V.25, SPSS V.25), and the Excel program, 2013. Thus, the study concluded: Multiple conclusions, the most important of which was the interest of the hotels in the study sample in applying the dimensions of the brand experience in the field, which would mediate or enhance the effect of multi-sensory marketing on customer delight, so that the presence of the brand experience in the field in addition to the adoption of the hotel management in the study sample, the dimensions of multi-sensory marketing that would achieve the level of delight, then if the hotel management in the study sample adopted multi-sensory marketing without the brand
experience. This study resulted in a set of recommendations, the most important of which is the need for hotel management to pay attention to applying multi-sensory marketing dimensions to arouse and stimulate customers’ senses towards the services provided, and to strive To diagnose their interests and sensory perceptions and stimulate them, in addition to the hotels sampled in the study seeking to learn about successful hotel experiences at the local and global levels.
Keywords: multi-sensory marketing, brand experience, customer delight.
