L'impact du marketing sensoriel sur la fidélité des clients Cas de restauration rapide "larry fried Chicken"

Abstract

Sensory marketing has become a major strategiclever for companiesseeking to stand out. By engaging the visual, olfactory, auditory, and gustatorysenses, itallows the creation of immersive and emotionalconsomptionexperiences, thusstrengtheningcustomerattachment to the brand. More thanjust a tool for attraction, sensory marketing aims to generate positive and memorable experiences, which are key to building lasting customerloyalty. The survey conducte damong customers of the restaurant "Larry Fried Chicken" shows that the quality of the sensoryatmosphere, combinedwith the professionalism of the staff, plays a decisiverole in the overall customer experience. These elements directly influence customer satisfaction, which in turn leads to greaterloyalty. Therefore, sensory marketing emerges as an essential driver of differentiation and customer retention in a competitive environment