Marketing sensorial y su efecto en la fidelización de clientes Tasty-Manta.

Abstract

In this research, we analyzed how sensory marketing influences customer loyalty at the Tasty ULEAM restaurant in Manta. A quantitative approach was applied, using the deductive method and a correlational, non-experimental, cross-sectional, and exploratory design. The sample included 418 students who responded to a Likert-scale questionnaire. Data were analyzed with IBM SPSS 27.0, yielding a Cronbach’s Alpha of 0.964, indicating high reliability. A positive correlation was found between sensory marketing and loyalty, confirmed by Kendall’s (0.604) and Spearman’s (0.749) coefficients. The analysis shows that sensory stimuli, along with perceived value, satisfaction, and brand connection, influence customer loyalty. The findings highlight the importance of implementing consistent sensory strategies in the gastronomic sector to strengthen the bond with consumers.