University of Twente Student Theses
The Role of Sensory Marketing in Driving Customer Loyalty : A Systematic Literature Review
Konniger, Timo (2023) The Role of Sensory Marketing in Driving Customer Loyalty : A Systematic Literature Review.
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| Abstract: | The main goal of this thesis was to research if brands can gain customer loyalty by implementing sensory marketing. To answer this question in this thesis there is chosen for a systematic literature review. Hereby previous principles and empirical evidence are bundled together to come to a conclusion. During the extensive literature review I came to the conclusion that sensory marketing is linked to customer loyalty through brand experience and emotional attachment. Firstly I found that the stimulation of the human senses can lead to better brand experiences and more emotions. These emotions and brand experiences can then give the customer the feeling of emotional attachment to the brand. This relationship between the brand and the customer is perceived quite strong because it is linked through emotions. This makes it also hard for a customer to separate from the brand and hence results in long term commitment to the brand, what is better known as customer loyalty. This research let me assume that brands can gain customer loyalty by implementing sensory marketing. Whereby I would suggest managers to build a strategy to let customers emotionally attach with their brand. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/95268 |
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