Sabores que conectan: marketing sensorial y fidelizaci¢n de clientes en restaurantes tem ticos
| Pages | 1-8 |
| Date | 01 July 2026 |
| Published date | 01 July 2026 |
| Author | Cecilia del Pilar Rivera L¢pez,Alexander Donaldo Brandan Vilca,Richard Callan Bacilio,Sheily Milly Mallqui Palomino,Aldair Jorginho Agustin Hurtado,Brand Harrys Martel Fretell |
| Subject Matter | Social Sciences |
Sabores que conectan: marketing sensorial y
fidelización de clientes en restaurantes temáticos
Flavors that connect: sensory marketing and customer loyalty in themed
restaurants
Recibido: 28/04/2025 - Aceptado: 27/07/2025
Cecilia del Pilar Rivera López
https://orcid.org/0000-0002-0215-1270
cecilia.rivera@udh.edu.pe
Universidad de Huánuco. Huánuco, Perú
Alexander Donaldo Brandan Vilca
https://orcid.org/0009-0007-6655-7804
2018111891@udh.edu.pe
Universidad de Huánuco. Huánuco, Perú
Richard Callan Bacilio
https://orcid.org/0000-0001-7959-403X
richard.callan@udh.edu.pe
Universidad de Huánuco. Huánuco, Perú
Sheily Milly Mallqui Palomino
https://orcid.org/0009-0009-4990-5250
2017111709@udh.edu.pe
Universidad de Huánuco. Huánuco, Perú
Aldair Jorginho Agustin Hurtado
https://orcid.org/0009-0008-5282-1341
aldair.agustin@udh.edu.pe
Universidad de Huánuco. Huánuco, Perú
Brand Harrys Martel Fretell
https://orcid.org/0009-0002-5369-9073
brand.martel@udh.edu.pe
Universidad de Huánuco. Huánuco, Perú
Resumen
El presente artículo tuvo como propósito determinar la relación entre el marketing sensorial y la fidelización de
clientes en restaurantes temáticos, considerando las experiencias sensoriales como un factor clave en la
percepción y vínculo del consumidor con la marca. Se empleó una metodología con enfoque cuantitativo, nivel
correlacional, diseño no experimental y de tipo transversal, mediante la aplicación de un cuestionario estructurado
a una muestra de 327 consumidores de un restaurante representativo de la región Huánuco. Los resultados
muestran una relación directa y significativa (r = 0,936, p = 0,000) entre el marketing sensorial y la fidelización del
cliente, evidenciando que los estímulos sensoriales, como el aroma, la música, la ambientación y la presentación
visual, influyen en la satisfacción del cliente y su lealtad hacia el establecimiento. Por lo tanto, se concluye que
integrar estratégicamente los cinco sentidos dentro de los espacios gastronómicos representa una ventaja
competitiva sostenible, especialmente en contextos donde la experiencia constituye el principal factor
diferenciador.
Palabras clave: Marketing sensorial, fidelización, experiencia del cliente
Abstract
The purpose of this article was to determine the relationship between sensory marketing and customer loyalty in
themed restaurants, considering sensory experiences as a key factor in consumer perception and connection with
the brand. A quantitative, correlational, non-experimental, cross-sectional methodology was used, applying a
Get this document and AI-powered insights with a free trial of vLex and Vincent AI
Get Started for FreeUnlock full access with a free 7-day trial
Transform your legal research with vLex
-
Complete access to the largest collection of common law case law on one platform
-
Generate AI case summaries that instantly highlight key legal issues
-
Advanced search capabilities with precise filtering and sorting options
-
Comprehensive legal content with documents across 100+ jurisdictions
-
Trusted by 2 million professionals including top global firms
-
Access AI-Powered Research with Vincent AI: Natural language queries with verified citations
Unlock full access with a free 7-day trial
Transform your legal research with vLex
-
Complete access to the largest collection of common law case law on one platform
-
Generate AI case summaries that instantly highlight key legal issues
-
Advanced search capabilities with precise filtering and sorting options
-
Comprehensive legal content with documents across 100+ jurisdictions
-
Trusted by 2 million professionals including top global firms
-
Access AI-Powered Research with Vincent AI: Natural language queries with verified citations
Unlock full access with a free 7-day trial
Transform your legal research with vLex
-
Complete access to the largest collection of common law case law on one platform
-
Generate AI case summaries that instantly highlight key legal issues
-
Advanced search capabilities with precise filtering and sorting options
-
Comprehensive legal content with documents across 100+ jurisdictions
-
Trusted by 2 million professionals including top global firms
-
Access AI-Powered Research with Vincent AI: Natural language queries with verified citations
Unlock full access with a free 7-day trial
Transform your legal research with vLex
-
Complete access to the largest collection of common law case law on one platform
-
Generate AI case summaries that instantly highlight key legal issues
-
Advanced search capabilities with precise filtering and sorting options
-
Comprehensive legal content with documents across 100+ jurisdictions
-
Trusted by 2 million professionals including top global firms
-
Access AI-Powered Research with Vincent AI: Natural language queries with verified citations
Unlock full access with a free 7-day trial
Transform your legal research with vLex
-
Complete access to the largest collection of common law case law on one platform
-
Generate AI case summaries that instantly highlight key legal issues
-
Advanced search capabilities with precise filtering and sorting options
-
Comprehensive legal content with documents across 100+ jurisdictions
-
Trusted by 2 million professionals including top global firms
-
Access AI-Powered Research with Vincent AI: Natural language queries with verified citations
