Cooking unforgettable experiences: sensory marketing in slow food restaurants

Abstract

Purpose This study aims to investigate the impact of gastronomic sensory experiences on customer intention to revisit. The paper analyses if sensory perception is positively related to experiential value and attempts to verify if customer satisfaction is positively related to post-purchase behaviour. Design/methodology/approach The paper adopts a quantitative approach through structural equation modelling for analysing the data collected from 416 respondents in Portugal, a country well-known for its gastronomy. Findings Sensory perception positively impacts the experiential value in its functional and emotional dimensions. Furthermore, immediate customer satisfaction induces positive post-purchase behaviour regarding slow food restaurants. Practical implications This study provides practical guidelines for managers to monitor customer satisfaction by applying sensory marketing techniques. Furthermore, slow food advocates for environmentally sustainable practices, social welfare and the preservation of biodiversity and local culinary traditions. Originality/value Slow Food restaurants must remain authentic and sustainable to develop a traditional gastronomic experience. Sensory marketing is a marketing practice that uses senses to improve customers’ emotions and dining experiences. Although there are studies applied to the restaurant sector, there are hardly any applied to slow food.