Marketing Sensorial: Influencia en la fidelización de clientes en el restaurante "La Ola" Manta.

Abstract

The objective of the research was to analyze the influence of sensory marketing on customer loyalty at the restaurant “La Ola” in the city of Manta. A mixed qualitative and quantitative approach was adopted, applying a structured survey to 383 customers with a five-point Likert scale, complemented by observation and interviews. The data were processed in SPSS-27, using Spearman's correlation coefficient, which yielded values between 0.947 and 0.989, showing a very high positive relationship between the variables analyzed. The results showed that visual, olfactory, and gustatory stimuli, together with factors such as service, value for money, and follow-up, have a significant impact on customer loyalty, strengthening satisfaction, return visits, and recommendations for the restaurant. It is concluded that sensory marketing, applied strategically, constitutes a competitive advantage that ensures lasting relationships with customers in the restaurant sector.