Multisensory dimensions effect on affective attitudes, restaurant attachment and positive word of mouth in quick-service restaurants

Abstract

The purpose of this study was to examine the impact of multisensory dimensions (smell, sound, sight, taste and touch) on affective consumer attitudes towards quick-service restaurants as well as restaurant attachment, and in turn positive word of mouth on the restaurants in South Africa. The constant growth of South Africa’s quick-service restaurants, also known as the fast food outlets industry has transformed the food industry landscape, food consumption patterns, and the intensity of industry competition. As such, it is imperative for marketers in this industry to to look beyond their branding and promotional efforts in order to appeal to the modern customer and a multisensory approach has become a critical strategy for the success of all businesses, especially service businesses such as restaurants. The study was based on two theories being the Mere Exposure theory and the Elaboration Likelihood Model which will provide insight on the elements of consumer attitudes, attachment and repeated purchase. Data was collected from 250 quick-service restaurant customers within the Braamfontein Business District of Johannesburg . Key findings revealed that affective attitudes and restaurant attachment had the strongest relationship of all relationships that were tested. Implications were presented as well as proposals for further research.