The Sensory Experience Marketing Affecting Repurchasing through Customers’ Satisfaction with Cafe Business in Chonburi Province: A Case Study of Mongchang Cafe

Abstract

The purpose of this research was to study the sensory experience marketing on sensory affecting repurchasing through the customers’ satisfaction with café business in Chonburi province, a case study of Mongchang Cafe. The questionnaire was used as a tool to collect data from 400 customers who have used the service at the Cafe, selected by non-probability sampling with multi - stage random sampling. The statistics for data analysis were descriptive statistics, namely: percentage, mean, standard deviation as well as the multiple regression analysis, for testing a hypothesis. It was found that the sense experience marketing, sight sense, sound sense, smell sense, taste sense, and touch sense affected the customers’ satisfaction of Monchang Cafe significantly at the critical level 0.05. Besides, the testing of mediator variables found that the customers’ satisfaction was a mediator variable of the sense experience marketing and repurchasing. Therefore, the results of this study could be applied as a guideline for the café business to develop the sense experience marketing to suit their customers, resulting in creating satisfaction and repurchasing, and leading to creating the marketing strategies for competitive advantages.