Influencia del marketing y calidad de servicio del cliente en Establecimiento gastronómico del distrito de Huánuco

Aldair Jorginho     Agustin-Hurtado; Adrián      Verde-Andres; Brand Harrys     Martel Fretell; Emerson Junior     Polino-Puente; William Giovanni    Linares-Beraún; Diana    Huerto-Orizano; Vicky Evely    Ortega-Buleje; Yossef Anderson     Salcedo-Rivera

doi:10.47606/ACVEN/PH0572

Authors

Aldair Jorginho Agustin-Hurtado Universidad de Huánuco https://orcid.org/0009-0008-5282-1341
Adrián Verde-Andres Universidad de Huánuco https://orcid.org/0009-0003-4717-872X
Brand Harrys Martel Fretell Universidad de Huánuco https://orcid.org/0009-0002-5369-9073
Emerson Junior Polino-Puente Universidad de Huánuco https://orcid.org/0000-0003-2131-8547
William Giovanni Linares-Beraún Universidad de Huánuco https://orcid.org/0000-0002-4305-7758
Diana Huerto-Orizano Universidad de Huánuco https://orcid.org/0000-0003-1634-6674
Vicky Evely Ortega-Buleje Universidad de Huánuco https://orcid.org/0000-0001-5066-3759
Yossef Anderson Salcedo-Rivera Universidad de Huánuco https://orcid.org/0009-0005-5743-7080

DOI:

https://doi.org/10.47606/ACVEN/PH0572

Keywords:

sensory marketing, service quality, customer experience, gastronomic services,, Huánuco.

Abstract

The objective of this study was to determine the relationship between sensory marketing and perceived service quality among customers of a gastronomic establishment in the district of Huánuco during 2025. A quantitative, applied, correlational, non-experimental, and cross-sectional study was conducted. The sample consisted of 384 customers selected through non-probability convenience sampling. Data were collected through a survey using a 37-item Likert-scale questionnaire. Data distribution was assessed using the Kolmogorov-Smirnov test and, because significance values were below 0,05, Spearman's rank correlation coefficient was used. The results showed a very strong, positive, and statistically significant relationship between sensory marketing and service quality (? = 0,846; p < 0,05). All sensory marketing dimensions were also significantly associated with service quality, with the olfactory stimulus showing the highest correlation coefficient (? = 0,640). It is concluded that higher perceived levels of sensory marketing are associated with a better evaluation of service quality among customers

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