The Impact of Sensory Marketing on the Intention to Reuse Aviation Services of People in Hanoi City: The Case of Vietnam Airlines

Abstract

This paper examines the impact of each sensory element in Sensory Marketing on the intention to reuse Vietnam Airlines’ services of people living in Hanoi city. In which, the authors test the direct impact of Brand Image along with the control variable of Demographic characteristics on the intention to reuse services. In addition, the reuse intention is also indirectly influenced by each sensory element (visual, auditory, olfactory, gustatory, and tactile) in Sensory Marketing with brand image as a mediating variable. This research presented the results of qualitative and quantitative empirical research in Hanoi city from December 9, 2021 to February 9, 2022 to test the theoretical model as well as the research hypotheses proposed by the authors. The study results demonstrated that sensory factors such as visual (0.682), tactile (0.214), olfactory (0.185), auditory (0.128), and gustatory (0.117) have an indirect positive impact on the intention to reuse aviation services of Vietnam Airlines through brand image. Besides, the intention to reuse the services was also positively and directly affected by the brand image (0.247).