The Impact of Sensory Marketing on Managing a Sustainable Fast-Food Business in Egypt

Fast food restaurants employ a variety of marketing strategies to increase their market share in the face of increasing competition. Creating a pleasant environment in which customers enjoy visiting plays an important role in determining customer satisfaction, visit duration, and intent to return to the restaurant again. Sensory marketing has become a strategy for influencing customer satisfaction and behavioral intentions by using the multisensory experience of the human five senses. The purpose of this study is to achieve better performance and a sustainable growth for the Egyptian fast-food industry by employing sensory marketing principles. The study explored the influence of using the five sensory marketing factors, customer perceptions, satisfaction, and repurchase or revisit intention. Online surveys were used to collect data. A sample of 176 participants who visited fast food restaurants in Greater Cairo was received. According to the findings of the study, restaurant customers place a higher value on multisensory experiences, which influences their perceptions, satisfaction, and repurchase intentions. The findings met the study's research objective and the four hypotheses. The effectiveness of the five senses is enhanced when used together. Further, the senses of sight, smell, and touch have a positive significant impact on customer satisfaction in fast-food restaurants. In contrast, sound and taste factors have strong positive influences on customers repurchase intentions. The study provided a significant contribution to the fast-food restaurant industry by providing insight into sensory marketing strategies to improve customer perceptions, satisfaction, and repurchase intentions to maintain business sustainability.