IDEAS home Printed from https://ideas.repec.org/a/tec/journl/v38y2022i1p537-558.html
   My bibliography  Save this article

The Mediating Role of Employee Factor in the Relationship between Sensory Marketing and Economic Performance of Ghana’s Foodservice Sector

Author

Listed:
  • Isaac Nanekum

    (Doctor of Philosophy (PhD) candidate, Accra Institute of Technology (AIT), Business School, Accra North – Ghana.)

  • Abekah Keelson Solomon

    (Department of Marketing and Strategy, Takoradi Technical University, Takoradi, Ghana.)

Abstract

In today’s business environment, establishing a positive business climate is becoming increasingly important for organisational performance. A positive employee factor creates a social atmosphere, which encourages high employee involvement and an employee-centered culture. In response, employees feel comfortable and contribute positively to financial performance of the business. Given the intensity of competition in the service industry, firms must understand how the employee factor affect their performance. This study examined the way the employee factor mediates the relationship between sensory marketing and organisational performance in the Foodservice Sector of Ghana. The study used quantitative research method for data collection through survey questionnaires. The questionnaires were developed and distributed directly in physical form at the restaurants through stratified sampling method. The study used a total of 38 management staff and 331 customers as respondents for the data collection. The research data was analysed through Structural Equation Modelling (SEM) and Analysis of Moment of Structures (AMOS), with the support of the maximum likelihood estimator to achieve the covariance of the constructs. The mediating variable was measure by the binary outcome variable with Andrew Hayes Process Model. The results indicate that sensory marketing has a significant positive relationship on economic performance. In addition, no mediating effect was found in the relationship between sensory marketing and economic performance. Cross-sectional data, a restricted target sample senior staff of restaurants, and a restricted target area (i.e. Greater Accra Region) were limitations of this study. In addition, the dimensions of economic performance were identified as market share, profitability and sales growth. Finally, the hypothesised relationship was explored only for the foodservice sector. Therefore, the results of this study will assist foodservice operators to develop and implement market-orientated strategies to help achieve sales growth, enhance profit, and market share among themselves. It is hoped this study will be a useful reference point for future academic researchers who will undertake similar study in relation to the discussed variables.

Suggested Citation

  • Isaac Nanekum & Abekah Keelson Solomon, 2022. "The Mediating Role of Employee Factor in the Relationship between Sensory Marketing and Economic Performance of Ghana’s Foodservice Sector," Technium Social Sciences Journal, Technium Science, vol. 38(1), pages 537-558, December.
    • Handle: RePEc:tec:journl:v:38:y:2022:i:1:p:537-558
    DOI: 10.47577/tssj.v38i1.7928
    as

    Download full text from publisher

    File URL: https://techniumscience.com/index.php/socialsciences/article/view/7928/2891
    Download Restriction: no
    File URL: https://techniumscience.com/index.php/socialsciences/article/view/7928
    Download Restriction: no
    File URL: https://libkey.io/10.47577/tssj.v38i1.7928?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Kevin Bradford & Debra Desrochers, 2009. "The Use of Scents to Influence Consumers: The Sense of Using Scents to Make Cents," Journal of Business Ethics, Springer, vol. 90(2), pages 141-153, November.
    3. Hall, Matthew, 2008. "The effect of comprehensive performance measurement systems on role clarity, psychological empowerment and managerial performance," Accounting, Organizations and Society, Elsevier, vol. 33(2-3), pages 141-163.
    4. Agapito, Dora & Valle, Patrícia & Mendes, Júlio, 2014. "The sensory dimension of tourist experiences: Capturing meaningful sensory-informed themes in Southwest Portugal," Tourism Management, Elsevier, vol. 42(C), pages 224-237.
    5. Inman, J Jeffrey, 2001. "The Role of Sensory-Specific Satiety in Attribute-Level Variety Seeking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 105-120, June.
    6. Hui, Michael K & Bateson, John E G, 1991. "Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 174-184, September.
    7. Rahamah Mahmood & Ong Choon Hee & Ong Shze Yin & Mohd Syafiq Hanis Hamli, 2018. "The Mediating Effects of Employee Competency on the Relationship between Training Functions and Employee Performance," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 664-676, July.
    8. Ryan S. Elder & Aradhna Krishna, 2010. "The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 748-756, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Krishna, Aradhna & Cian, Luca & Aydınoğlu, Nilüfer Z., 2017. "Sensory Aspects of Package Design," Journal of Retailing, Elsevier, vol. 93(1), pages 43-54.
    2. Agapito, Dora, 2020. "The senses in tourism design: A bibliometric review," Annals of Tourism Research, Elsevier, vol. 83(C).
    3. Joo-Eon Jeon & Eun Mi Lee, 2020. "The Effect of Sensory Satiety on Perceived Benefits: The Case of Aesthetic Consumption in South Korea," Sustainability, MDPI, vol. 12(20), pages 1-15, October.
    4. Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.
    5. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    6. Cammy Crolic & Chris Janiszewski, 2016. "Hedonic Escalation: When Food Just Tastes Better and Better," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 388-406.
    7. Michaud Trevinal, Aurélia & Stenger, Thomas, 2014. "Toward a conceptualization of the online shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 314-326.
    8. Imran Khan & Mobin Fatma, 2022. "Using Netnography to Understand Customer Experience towards Hotel Brands," Sustainability, MDPI, vol. 15(1), pages 1-11, December.
    9. Mónica Gómez-Suárez & María Jesús Yagüe, 2021. "Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    10. Agapito, Dora & Pinto, Patrícia & Mendes, Júlio, 2017. "Tourists' memories, sensory impressions and loyalty: In loco and post-visit study in Southwest Portugal," Tourism Management, Elsevier, vol. 58(C), pages 108-118.
    11. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    12. Brannon Barhorst, Jennifer & McLean, Graeme & Shah, Esta & Mack, Rhonda, 2021. "Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences," Journal of Business Research, Elsevier, vol. 122(C), pages 423-436.
    13. Klaus-Peter Wiedmann & Franziska Labenz & Janina Haase & Nadine Hennigs, 2018. "The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 101-118, March.
    14. Hermawan Asep & Yusran Husna Leila & Nugrahanti Asri, 2018. "Exploring the Antecedents and Consequents of Student Experience in Higher Education Settings," Journal of Intercultural Management, Sciendo, vol. 10(1), pages 63-82, March.
    15. Aurélia Michaud-Trévinal & Thomas Stenger, 2014. "Toward a conceptualization of the online shopping experience," Post-Print hal-01743643, HAL.
    16. Dhananjay Bapat, 2018. "Exploring advertising as an antecedent to brand experience dimensions: an experimental study," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 210-217, December.
    17. Hugo Martins & Paulo Carvalho & Nuno Almeida, 2021. "Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    18. Yibei Pu & Norzaidahwati Zaidin & Yaodong Zhu, 2023. "How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    19. Meghisan-Toma Georgeta-Madalina & Toma Dorin, 2019. "Health Determinants and Unmet Needs for Health Care- towards e-Health Systems," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1045-1057, May.
    20. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Theeranuch Pusaksrikit & Pimmada Wichasin & Vikas Kumar, 2021. "Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand," Sustainability, MDPI, vol. 13(16), pages 1-23, August.

    More about this item

    Keywords

    Customers’ five senses; sensory marketing; employee factor; foodservice sector;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tec:journl:v:38:y:2022:i:1:p:537-558. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tasente Tanase (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.