Impact of senses on customers’ perceived quality: research on F&B service
Vol. 131 No. 5A (2022), Original Article
Vol. 131 No. 5A (2022)

Impact of senses on customers’ perceived quality: research on F&B service

Original Article
https://doi.org/10.26459/hueunijed.v131i5A.6689
Published 2022-05-30
Nguyen Hong Quan
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Nguyen Thuy Linh
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Tran Le Thu Thao
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Hoàng Thị Hồng Thơm
Nguyen Thi Thu An
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
PDF (Vietnamese)

Keywords

perceive quality
sensory experience
sensory marketing
F&B service chất lượng cảm nhận
trải nghiệm đa giác quan
marketing đa giác quan
dịch vụ F&B

Abstract

This article investigated the impact of the five senses on customers’ perceived quality, satisfaction, and loyalty when directly experiencing services at F&B stores. Data was collected from a survey of 446 random clients from more than 30 F&B stores in Vietnam and then made statistics, processed using SPSS, analyzed Cronbach's alpha reliability coefficient, exploratory factor analysis, confirmatory factor analysis, and linear regression models. The findings reveal that consumers' five primary senses, namely visual, auditory, olfactory, gustatory, and tactile, all impact customers’ perceived quality. In addition, age and gender lead to differences in service perceptions experienced at F&B stores.

https://doi.org/10.26459/hueunijed.v131i5A.6689
PDF (Vietnamese)

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