Sabores que conectan: marketing sensorial y fidelización de clientes en restaurantes temáticos
DOI:
https://doi.org/10.5281/zenodo.16581962Palabras clave:
Marketing sensorial, fidelización, experiencia del clienteResumen
El presente artículo tuvo como propósito determinar la relación entre el marketing sensorial y la fidelización de clientes en restaurantes temáticos, considerando las experiencias sensoriales como un factor clave en la percepción y vínculo del consumidor con la marca. Se empleó una metodología con enfoque cuantitativo, nivel correlacional, diseño no experimental y de tipo transversal, mediante la aplicación de un cuestionario estructurado a una muestra de 327 consumidores de un restaurante representativo de la región Huánuco. Los resultados muestran una relación directa y significativa (r = 0,936, p = 0,000) entre el marketing sensorial y la fidelización del cliente, evidenciando que los estímulos sensoriales, como el aroma, la música, la ambientación y la presentación visual, influyen en la satisfacción del cliente y su lealtad hacia el establecimiento. Por lo tanto, se concluye que integrar estratégicamente los cinco sentidos dentro de los espacios gastronómicos representa una ventaja competitiva sostenible, especialmente en contextos donde la experiencia constituye el principal factor diferenciador.
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