TACTILE MARKETING STRATEGY AND CUSTOMER ENGAGEMENT IN FAST FOOD RESTAURANTS IN RIVERS STATE OF NIGERIA

Abstract

This study empirically investigated the extent to which tactile marketing strategy relates to customers’ engagement. The problem which necessitated this study was the failure of fast food restaurants in Rivers State to engage their customers via the use of tactile cues like in the case of visually impaired persons where they failed to use braille messaging menu as practiced in the developed countries which have made them feel left out. One marketing strategy that addresses the sense of touch is the tactile marketing strategy. Hence, this study proffered tactile marketing strategy as a way out of these challenges. The population of the study comprised of all the customers of registered and operational fast food restaurants in Rivers State which is an infinite population. Using Godden formula for sampling infinite population, we arrived at a sample size of 384 customers which serves as our data base. Three hundred fifty five (355) copies of questionnaire out of the distributed 384 were valid and used for the study.  The data collection instruments were validated through expert checking while Cronbach Alpha Test was used to check for its reliability. We adopted a quantitative research design method, and Pearson moment correlation coefficient constituted the inferential tools for the analysis. The study found that tactile marketing strategy has significant positive relationships with the measures of customer engagement (customer patronage, repeat purchase, and referral). We concluded that Tactile Marketing Strategies significantly influences customers’ engagement in fast food restaurants. Therefore, this study recommends that management of fast food restaurants should utilize cool ambient temperature of the business premises with the use of air conditioners, adopt the use of braille messaging menu for the blind and visually impaired persons and lastly adopt the use of good texture of meals served and cool temperature of drinks offered to the customers since these strategies will enhance customers engagement with their businesses