Abstract
The study was conducted to examine the impact of sensory marketing on the perceived quality and satisfaction of young customers in Vietnam regarding services at McDonald’s. After analyzing the structural equation model (SEM) with a sample size of 251, the results showed that all five sensory marketing elements, including auditory, visual, tactile, olfactory, and gustatory, had statistically significant positive impacts on the perceived quality and satisfaction of young customers in Vietnam regarding McDonald’s services. Additionally, the study also identified the influence of gender and regional factors on the perceived service quality of customers. Based on these findings, several recommendations were proposed for McDonald’s to enhance the perceived quality and satisfaction of young customers about the services.
Keywords: sensory marketing, perceived quality, young customers, McDonald’s, satisfaction.
JEL classification:M, M2, M3, M31.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
