The Impact of Gustatory Marketing on Restaurant Customers' Purchasing Behavior: The Mediating Role of Customer Attitudes

Document Type : Original Article

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Hotel Management Department, Faculty of Tourism and Hotels, University of Sadat City

Abstract

Amid increasing competition in the restaurant sector, gustatory marketing has emerged as an effective tool used by restaurants to influence customer decisions and stimulate purchasing behavior. This study aims to examine the impact of gustatory marketing on the purchasing behavior of restaurant customers, while analyzing the mediating role of customer attitudes in this relationship. The study adopted a descriptive-analytical methodology, and data was collected through an electronic questionnaire distributed to a sample of restaurant customers in Egypt. The data was analyzed using SPSS V.22 to examine the demographic characteristics of the sample, and Warp PLS to test the study hypotheses and analyze both direct and indirect relationships between the variables. A total of 503 electronic questionnaires were distributed, and 411 completed questionnaires were retrieved, yielding a response rate of 81.7%. The study's results revealed that gustatory marketing has a positive and direct impact on purchasing behavior. Enhancing the tasting experience — not just in terms of flavor but encompassing the entire sensory experience surrounding food and drink — contributes to increased customer satisfaction and the likelihood of repeat visits to the restaurant. The findings also indicated that customer attitudes play a mediating role in this relationship; a positive tasting experience fosters favorable attitudes toward the restaurant, which in turn influences the purchase decision. Based on these results, the study recommends improving food quality, offering free tasting experiences, diversifying the menu, and introducing new flavors that cater to the diverse needs of customers.

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