Sensory marketing as predictor of repurchase intention in food convenience stores: integration of service-dominant logic (S-D logic) and stimulus-organism-response (SOR) model

Gonzales-Gutierrez A.; Alvarez-Risco A.; Orrego-Ormeño I. · British Food Journal (2026) · DOI: 10.1108/bfj-08-2025-1036

Resumen

Purpose – This study aims to evaluate the effect of sensory marketing and service quality on satisfaction, loyalty and repurchase intentions in this context. Design/methodology/approach – The study used a correlational, non-experimental approach and collected data from 315 consumers. To evaluate the significance of the effect, the multivariate analysis was used. It integrates the SOR model and service-dominant logic in the theoretical framework. Findings – The outcomes indicate that sensory marketing, based on visual, auditory, tactile, and olfactory components, has an effect on service quality (ß = 0.786; p < 0.001). Service quality has an effect on satisfaction (ß = 0.801; p < 0.001), loyalty (ß = 0.310; p < 0.001) and repurchase intention (ß = 0.289; p < 0.001). These outcomes highlight the valuable contribution of sensory marketing in explaining the quality of service, which ultimately influences satisfaction, loyalty, and continued food purchases at convenience stores. Originality/value – This research provides practical insights for food convenience store managers, highlighting the significance of sensory marketing management and its crucial role in influencing customers' likelihood to repurchase. 2026 © Emerald Publishing Limited

Instituciones: Universidad Tecnológica del Perú