The impact of multisensory marketing on customer delight

Abstract

The research aims to determine the intensity of the impact of multi-sensory marketing on customer delight for the premium hotels (The Baron, Rayhana Karbala) in the Holy Governorate of Karbala. The problem was formulated through several questions that included the extent of awareness of the influencing trends between the variables in practice, and to establish the intellectual foundations of the research topic, multi-sensory marketing was measured. Through five dimensions (visual marketing, audio marketing, tactile marketing, olfactory marketing, gustatory marketing). Five dimensions (fairness, appreciation, security, trust, diversity) were also adopted to measure customer delight. In order to reach that goal, 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. Thus, multiple conclusions were reached, the most important of which was the interest of the hotels in the study sample in applying the dimensions of Multi-sensory marketing in achieving customer delight. This research has come up with 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.