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Implications of Sensory Marketing of Indonesian Culinary Fine Dining on Customer Satisfaction

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

Listed:
  • Ayu Nurwitasari

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

Abstract

The research paper explores the role of sensory marketing in enhancing customer satisfaction in Indonesian culinary fine dining experiences. It argues that sensory marketing, which involves the use of human senses like taste, aroma, visual appearance, ambiance, and texture, can create an enticing and satisfying dining experience. The study emphasizes the importance of presentation procedures, quality ingredients, and appropriate processing techniques in creating a satisfying sensation for consumers. It also highlights the importance of price matching, service quality, human resource quality, and hygienic and sanitary quality in creating a unique dining experience. The quantitative research method was used by collecting historical data and observing closely related aspects. This research concludes that sensory marketing plays a crucial role in increasing consumer satisfaction in Indonesian fine dining experiences, and the accuracy in combining various sensory elements in food presentation can increase satisfaction. This research has great potential to increase customer satisfaction and build a good reputation for the restaurant.

Suggested Citation

  • Ayu Nurwitasari & Heny Hendrayati, 2024. "Implications of Sensory Marketing of Indonesian Culinary Fine Dining on Customer Satisfaction," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 762-769, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_101
    DOI: 10.2991/978-94-6463-443-3_101
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