EXPLORING THE IMPACT OF MULTISENSORY MARKETING ON RETURN INTENTION TO A COFFEE SHOP IN HO CHI MINH CITY: THE MEDIATING ROLE OF POSITIVE EMOTIONS

Abstract

The study aims to explore how multisensory marketing influences customers' intentions to revisit coffee shop chains in Ho Chi Minh City, mainly focusing on the mediating role of positive emotions. Research data were collected through a survey of 329 customers who had previously experienced services at various coffee shop chains in the city. This was done using direct questionnaires and online surveys, employing a convenience sampling method. The findings indicate that multisensory marketing positively affects customers' intentions to return. Furthermore, positive emotions partially mediate the relationship between multisensory marketing and customers' intentions to revisit. This study contributes a new perspective on the interplay between multisensory marketing, positive emotions, and customers' revisit intentions. The results not only provide empirical evidence for the effectiveness of multisensory marketing but also offer insights for developing more effective personalized marketing strategies for coffee shop chains in Ho Chi Minh City.