Effect Of Sensory Brand In Enhancing The Customer Experience
Prof. Dr. Atheer Abd Alameer Hassoni1 Researcher: Bushra Habib Hadi2
1- (Department of Business Administration, Faculty of Management and Economics/University of Qadisiyah, Iraq,)
2- (Master’s student Department of Business Administration \ University of Al-Qadisiyah)
Corresponding Author: Bushra Habib Hadi Email:
Abstract : The current research seeks to identify the effect of the sensory brand as an independent variable across
its dimensions (vision, touch, hearing, smell, taste) on the customer experience as a dependent variable across its
dimensions (Interaction with service, emotional experience, social experience, product experience, physical
environment) in fast food restaurants in the middle Euphrates region, and the research problem was the possibility of
explaining the relationship between the sensory brand and the customer experience, the research sample included
(537) customers of fast food restaurants, and the descriptive analytical approach was adopted in the research, and then
analyzed by adopting some statistical methods such as (arithmetic mean, standard deviation, linear correlation
coefficient, simple and multiple regression coefficient) and to test the scale was employed ( alpha Cronbach, factor
analysis). The results were reached using a statistical program such as (spss.v.24) and a program (Amos.v.24) to
analyze data to reach conclusions, the most prominent of which was the existence of a correlation and impact
relationship between the sensory brand and the customer experience and based on the conclusions reached.
Keywords: Sensory Brand – Customer Experience- Vision- Touch-Interaction With Service- Emotional Experience
