Role of Customer Satisfaction as a Mediator between Sensory Marketing and Customer Loyalty: A Case of Pakistani Restaurant Industry

Abstract Sensory marketing can help customers to stay longer by enjoying environment of restaurants. To find out this, the present study was conducted in restaurant industry of Pakistan. Data was collected by distributing structured questionnaire among customers of restaurants in six major cities of Pakistan. For the present study, a total of 362 respondents were selected based on their income. The sample was chosen for the present study, and a stratified sampling technique was used. Structural equation modeling was used for data analysis. The results of the present study demonstrated that customer satisfaction partially and significantly mediates relationship between sensory marketing and customer loyalty. These results supported Engel, Kollet, Blackwell (EKB) Model. Through replication of the present model in different contexts and industries in Asia and developing countries, new perspectives can be found along with finding similarities of results.