THE RELATIONSHIP BETWEEN SENSORY MARKETING AND PURCHASING DECISION: CUSTOMER SATISFACTION AS A MODERATOR

This research investigates the relationship between sensory marketing and purchasing decisions using customer satisfaction as a moderator. The study was applied on the customers of “Qasr E-Kababgi” restaurants (Cairo branches) as this restaurant chain is considered as one of the largest and most famous restaurants specialized in oriental food in Egypt. In addition, it is considered as a touristic destination and a favorite place to visit for foreigners. Accepted responses to the questionnaire were (385) responses. To assess the reliability and validity of the instrument and test the research framework, the researchers used smart PLS 4. Partial Least Squares Structural Equation Modeling (PLS-SEM), a variance-based approach utilizes the total variance to estimate the model parameters. The research findings showed that there is a positive relationship among all variables, and customer satisfaction moderates the relationship between Sensory marketing and Purchasing decision.