Управленец

2218-5003

2686-7923

10.29141/2218-5003-2025-16-3-6

https://elibrary.ru/item.asp?id=82627783

Путь клиента и сенсорный маркетинг:анализ взаимосвязи на примере индустрии быстрого питания

The customer journey in the light of sensory marketingfor fast food restaurants

Аль-Хазрайе

М. Э.

Аль-Хазрайе

М. Э.

Al Khazraje

M. E.

alkhazrje1991@mtu.edu.iqРаад

М. Салех

Раад

М. Салех

Raad

Saleh M.

sofeluv@mtu.edu.iqХалил

Ибрагим Н.

Халил

Ибрагим Н.

Khaleel

Ibrahem N.

noor@uomustansiriyah.edu.iq

Middle Technical UniversityСредний технический университет

Al Mustansiriyah UniversityУниверситет Аль-Мустансирия

11072025

16378912701202525032025

CC BY-NC 4.0

М.Э. аль-Хазрайе, М. Раад Салех, Н. Халил Ибрагим

M.E. Al Khazraje, M. Raad Saleh, N. Khaleel Ibrahem

Предоставление высококачественных услуг и обеспечение положительного клиентского опыта - ключевые факторы, определяющие успешность компаний ресторанного бизнеса. Статья направлена на анализ пути клиента при пользовании услугами ресторанов быстрого питания, установление взаимосвязи между сенсорным маркетингом и путем клиента, а также на изучение взаимодействия с точками контакта за счет сенсорных влияний, применяемых компаниями для улучшения клиентского опыта. Методологическая основа исследования представлена классической теорией маркетинга и клиентоориентированным подходом. Использовались методы моделирования структурными уравнениями и описательной статистики, а также регрессионный и корреляционный анализ. Информационной базой послужили результаты онлайн-опроса 303 респондентов, являющихся постоянными клиентами четырех наиболее популярных фастфуд-ресторанов в г. Багдаде (Ирак). Анализ и обработка данных осуществлялись в статистическом пакете SPSS Amos V26. Результаты исследования свидетельствуют о наличии значимой корреляционной связи между сенсорным маркетингом и путем клиента. Рестораны быстрого питания используют техники сенсорного маркетинга (визуальные, слуховые, обонятельные и вкусовые) для улучшения качества обслуживания и более эффективного управления клиентским опытом во время предоставления услуг. В рамках фастфуд-индустрии наиболее значимое воздействие на путь клиента оказывают техники вкусового и обонятельного маркетинга. Установлено существенное влияние сенсорной реакции клиента на взаимодействие с точками контакта.

Providing high-quality services and delivering a positive customer experience has become critical to the success of any restaurant. The purpose of the paper to analyse the customer journey during fast food service delivery, establish a correlation between sensory marketing and the customer journey, and improve the interaction with touchpoints by comprehending the sensory influences that can be used to enhance the customer experience throughout the journey. The theoretical basis of the study is comprised of classical marketing theory and the customer-centric approach. Structural equation modelling, descriptive statistics, regression and correlation analyses were used as research methods. The empirical framework includes the results of an online survey with 303 respondents, who are regular customers of four most popular fast food restaurants in Baghdad (Iraq). SPSSV.26 software was used to analyse and process the data. The study found that there is a significant relationship between sensory marketing and the customer journey. The fast-food restaurants use sensory marketing techniques (visual, auditory, olfactory, and gustative) to enhance the customer experience and better manage the customer's journey during food ordering. In the fast food industry, gustative and olfactory marketing techniques have the most significant impact on the customer journey. It was also revealed that the interaction with touchpoints is influenced by the sensory response of the customer.

customer journeyvisual marketingsensory marketingauditory marketingcustomer experiencetouchpointsFAST food restaurantsiraq

сенсорный маркетингпуть клиентавизуальный маркетингаудиальный маркетингклиентский опытточки контактарестораны быстрого питанияирак

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