Multisensory retail atmospherics and patronage intention in Saudi food-related shopping-mall destinations: Congruence, overload, well-being and sensitivity.

BACKGROUND: This cross-sectional study examined the associations linking multisensory retail atmospherics with patronage intention in Saudi food-related shopping-mall destinations through sensory, emotional, experiential and satisfaction-related mechanisms. METHODS: Data from an online survey (n = 420) of consumers reporting a recent visit to shopping malls, food courts, food halls, cafés, restaurants or speciality food stores in Saudi Arabia were analysed using partial least squares structural equation modelling (PLS-SEM). RESULTS: Multisensory retail atmospherics were positively associated with sensory congruence (β = 0.544, p < 0.001), and sensory congruence was positively associated with emotional response and perceived well-being (β = 0.467, p < 0.001). Sensory overload was negatively associated with emotional response and perceived well-being (β = -0.352, p < 0.001). Emotional response and perceived well-being were positively associated with customer experience, which was positively associated with customer satisfaction and patronage intention. Satisfaction partially mediated the customer experience-patronage intention association. The sensory overload × consumer sensory sensitivity interaction was statistically significant but small (β = -0.110, f2 = 0.018, ΔR2 = 1.2%). CONCLUSIONS: The findings are consistent with a theory-specified sequence in which perceived sensory quality and congruence are linked with more favourable experiential evaluations, whereas perceived overload is linked with poorer emotional response and well-being. Because the data are cross-sectional and self-reported, the results support associations rather than causal or temporal conclusions.