Today’s business world brings in many new signals for companies to focus on well-established marketing tactics to succeed. Sensory marketing is focused on business strategy, whereby the company essentially follows not only financial gains, but also takes into account the process and results of all activities in relation to strategic and atmospheric issues of a business. The main aim of this paper is to evaluate the inter-relationships among sensory marketing and non-financial performance of restaurants in Ghana. Also, the study investigated the mediating role of market culture and customer service skills between the sensory marketing and non-financial performance link. The primary data was collected through questionnaire survey. A total of 482 questionnaires were distributed in the Greater Accra Region of Ghana, through a stratified sampling, of which only 369 questionnaires were usable for analysis (approximately 76% response rate). Out of the total of 369 respondents, 38 were restaurants staff, whiles 331 were customers. Mediating analysis was done using Andrew Hayes process to determine the level of the relationship between the independent and dependent variables. This paper provides evidences from an investigation conducted at the various restaurants in the Region. A total of six hypotheses were tested. Descriptive research was carried out to address the research objectives. The information gathered informed the design of the survey, whose statistical data was analysed using SPSS. Both structural equation modelling (SEM) and Analysis of Moment of Structures (AMOS 23.0) were used to analysed the data. The findings concluded that the sensory marketing variables are positively related to non-economic performance. The result also shows that market culture and customer service skills does not mediate the relationship between sensory marketing and non-economic performance. This result makes theoretical and practical contribution to marketing practitioners on strategic issues on how the approach improves business performance. This study will serve as useful reference document for future academic researchers who want to undertake similar study.
| Published in | Social Sciences (Volume 12, Issue 4) |
| DOI | 10.11648/j.ss.20231204.18 |
| Page(s) | 197-212 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2023. Published by Science Publishing Group |
Sensory Marketing, Business Performance, Market Culture, Customer Service Skills, Restaurant Sector
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APA Style
Nanekum Isaac, Solomon Abekah Keelson. (2023). The Mediating Effects of Market Culture and Customer Service Skills in the Sensory Marketing and Non-Economic Performance Relationship of Ghana’s Restaurant Sector. Social Sciences, 12(4), 197-212. https://doi.org/10.11648/j.ss.20231204.18
ACS Style
Nanekum Isaac; Solomon Abekah Keelson. The Mediating Effects of Market Culture and Customer Service Skills in the Sensory Marketing and Non-Economic Performance Relationship of Ghana’s Restaurant Sector. Soc. Sci. 2023, 12(4), 197-212. doi: 10.11648/j.ss.20231204.18
AMA Style
Nanekum Isaac, Solomon Abekah Keelson. The Mediating Effects of Market Culture and Customer Service Skills in the Sensory Marketing and Non-Economic Performance Relationship of Ghana’s Restaurant Sector. Soc Sci. 2023;12(4):197-212. doi: 10.11648/j.ss.20231204.18
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Download@article{10.11648/j.ss.20231204.18,
author = {Nanekum Isaac and Solomon Abekah Keelson},
title = {The Mediating Effects of Market Culture and Customer Service Skills in the Sensory Marketing and Non-Economic Performance Relationship of Ghana’s Restaurant Sector},
journal = {Social Sciences},
volume = {12},
number = {4},
pages = {197-212},
doi = {10.11648/j.ss.20231204.18},
url = {https://doi.org/10.11648/j.ss.20231204.18},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ss.20231204.18},
abstract = {Today’s business world brings in many new signals for companies to focus on well-established marketing tactics to succeed. Sensory marketing is focused on business strategy, whereby the company essentially follows not only financial gains, but also takes into account the process and results of all activities in relation to strategic and atmospheric issues of a business. The main aim of this paper is to evaluate the inter-relationships among sensory marketing and non-financial performance of restaurants in Ghana. Also, the study investigated the mediating role of market culture and customer service skills between the sensory marketing and non-financial performance link. The primary data was collected through questionnaire survey. A total of 482 questionnaires were distributed in the Greater Accra Region of Ghana, through a stratified sampling, of which only 369 questionnaires were usable for analysis (approximately 76% response rate). Out of the total of 369 respondents, 38 were restaurants staff, whiles 331 were customers. Mediating analysis was done using Andrew Hayes process to determine the level of the relationship between the independent and dependent variables. This paper provides evidences from an investigation conducted at the various restaurants in the Region. A total of six hypotheses were tested. Descriptive research was carried out to address the research objectives. The information gathered informed the design of the survey, whose statistical data was analysed using SPSS. Both structural equation modelling (SEM) and Analysis of Moment of Structures (AMOS 23.0) were used to analysed the data. The findings concluded that the sensory marketing variables are positively related to non-economic performance. The result also shows that market culture and customer service skills does not mediate the relationship between sensory marketing and non-economic performance. This result makes theoretical and practical contribution to marketing practitioners on strategic issues on how the approach improves business performance. This study will serve as useful reference document for future academic researchers who want to undertake similar study.},
year = {2023}
}
TY - JOUR T1 - The Mediating Effects of Market Culture and Customer Service Skills in the Sensory Marketing and Non-Economic Performance Relationship of Ghana’s Restaurant Sector AU - Nanekum Isaac AU - Solomon Abekah Keelson Y1 - 2023/08/15 PY - 2023 N1 - https://doi.org/10.11648/j.ss.20231204.18 DO - 10.11648/j.ss.20231204.18 T2 - Social Sciences JF - Social Sciences JO - Social Sciences SP - 197 EP - 212 PB - Science Publishing Group SN - 2326-988X UR - https://doi.org/10.11648/j.ss.20231204.18 AB - Today’s business world brings in many new signals for companies to focus on well-established marketing tactics to succeed. Sensory marketing is focused on business strategy, whereby the company essentially follows not only financial gains, but also takes into account the process and results of all activities in relation to strategic and atmospheric issues of a business. The main aim of this paper is to evaluate the inter-relationships among sensory marketing and non-financial performance of restaurants in Ghana. Also, the study investigated the mediating role of market culture and customer service skills between the sensory marketing and non-financial performance link. The primary data was collected through questionnaire survey. A total of 482 questionnaires were distributed in the Greater Accra Region of Ghana, through a stratified sampling, of which only 369 questionnaires were usable for analysis (approximately 76% response rate). Out of the total of 369 respondents, 38 were restaurants staff, whiles 331 were customers. Mediating analysis was done using Andrew Hayes process to determine the level of the relationship between the independent and dependent variables. This paper provides evidences from an investigation conducted at the various restaurants in the Region. A total of six hypotheses were tested. Descriptive research was carried out to address the research objectives. The information gathered informed the design of the survey, whose statistical data was analysed using SPSS. Both structural equation modelling (SEM) and Analysis of Moment of Structures (AMOS 23.0) were used to analysed the data. The findings concluded that the sensory marketing variables are positively related to non-economic performance. The result also shows that market culture and customer service skills does not mediate the relationship between sensory marketing and non-economic performance. This result makes theoretical and practical contribution to marketing practitioners on strategic issues on how the approach improves business performance. This study will serve as useful reference document for future academic researchers who want to undertake similar study. VL - 12 IS - 4 ER -
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