Abstract

RIVERA LOPEZ, Cecilia del Pilar et al. Flavors that connect: sensory marketing and customer loyalty in themed restaurants. Revista InveCom [online]. 2026, vol.6, n.2, e602062.  Epub Sep 30, 2025. ISSN 2739-0063.  https://doi.org/10.5281/zenodo.16581962.

The purpose of this article was to determine the relationship between sensory marketing and customer loyalty in themed restaurants, considering sensory experiences as a key factor in consumer perception and connection with the brand. A quantitative, correlational, non-experimental, cross-sectional methodology was used, applying a structured questionnaire to a sample of 327 consumers from a representative restaurant in the Huánuco region. The results show a direct and significant relationship (r = 0.936, p = 0.000) between sensory marketing and customer loyalty, demonstrating that sensory stimuli, such as aroma, music, ambiance, and visual presentation, influence customer satisfaction and loyalty to the establishment. Therefore, it is concluded that strategically integrating the five senses into gastronomic spaces represents a sustainable competitive advantage, especially in contexts where experience is the main differentiating factor.

Keywords : Sensory marketing; customer loyalty; customer experience.

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