The Impact Of Multisensory Marketing On Customers Behavioral Intentions Through The Customer Experience: A Descriptive Analytical Study Of The Opinions Of A Sample Of Five-Star Hotel Customers In Baghdad Province

Abstract

The research aims to investigate the effect of multi-sensory marketing on customers’ behavioral intentions by supporting the mediating role of the customer experience among customers of five-star premium hotels in Baghdad Governorate - Iraq. The problem was diagnosed with a set of questions that mainly included the impact that the customer experience variable will have on the influential relationship. From multi-sensory marketing to behavioral intentions, the researcher relied on the descriptive analytical approach. The main research tool was the questionnaire. The sample of respondents was 327 customers. The data was analyzed through a set of statistical programs Spss.v.26, Amos.v.23, Eviews.v 10. The research concluded with a set of results, the most important of which is that the effect of multi-sensory marketing on behavioral intentions increases when the customer experience is intervened as an intermediary variable.