La experiencia sensorial en la lealtad del cliente en cafeterías de especialidad

Heidy Marysol Cardenas Vargas; Miguel Elias Alvarez Pilco; Yenifer Nayeli Cotrado Mamani; Edilson Sergio Flores Apaza

doi:10.22451/5817.ibj2026.vol9.2.11008

Authors

Heidy Marysol Cardenas Vargas
Miguel Elias Alvarez Pilco Universidad Nacional Jorge Basadre Grohmann, Tacna, Perú
Yenifer Nayeli Cotrado Mamani Universidad Nacional Jorge Basadre Grohmann, Tacna, Perú
Edilson Sergio Flores Apaza Universidad Nacional Jorge Basadre Grohmann, Tacna, Perú https://orcid.org/0000-0002-3590-0880

DOI:

https://doi.org/10.22451/5817.ibj2026.vol9.2.11008

Abstract

This study aimed to determine the relationship between sensory experience and customer loyalty in specialty coffee shops in the city of Tacna. A gap was identified in local research regarding how what customers see, hear, touch, taste, and perceive through aroma can influence their loyalty. The research used a numerical measurement approach, without manipulating the variables, seeking to analyze the relationship between them. A questionnaire with a five-level scale was administered to 100 customers of specialty coffee shops, using instruments employed in scientific studies and adapted to this context. The data were processed using SPSS (version 25). After verifying that the data did not follow a normal distribution, Spearman's rank correlation coefficient was used to examine the relationship between the variables. The results show that when customers perceive a pleasant sensory experience, their intention to return or recommend the establishment increases.

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Author Biographies

Miguel Elias Alvarez Pilco, Universidad Nacional Jorge Basadre Grohmann, Tacna, Perú

Eighth-cycle student of Business Administration, focusing on marketing, management, and strategic planning. He has collaborated on university projects focused on market evaluation and business value propositions.

Yenifer Nayeli Cotrado Mamani, Universidad Nacional Jorge Basadre Grohmann, Tacna, Perú

He is currently in his eighth semester of business administration studies. He has participated in various academic projects on marketing and consumer behavior. He is interested in studying how people experience services and how this influences their purchasing decisions.

Edilson Sergio Flores Apaza, Universidad Nacional Jorge Basadre Grohmann, Tacna, Perú

Eighth-cycle student of Business Administration, with training in business management, finance, and strategic analysis. He has participated in various academic projects focused on process optimization and managerial decision-making.

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