International Journal of Social Sciences and Humanities Research ISSN 2348-2990 homepages: http://ijsshrjournal.com/ Copyright© 2013, IJSSHR Publication Vol. 4 No. 2, Special Issue, Jun 2016, pp. 194-209 To investigate the effect of sensory marketing on customer loyalty in fast food restaurants Zeinab Ansari 1* , Yousef Keshavarz 2 [1] M. A student, Department of Business Management, Khozestan Science and Research Branch, Islamic Azad University, Ahvaz, Iran [2] Department of management, Neyriz Branche, Islamic Azad University, Neyriz, Fars, Iran *Corresponding author‟s E-mail: zeinabansari205@gmail.com ABSTRACT Nowadays, due to rising of women's employment outside the home and extensive changes in the way that people live, the use of fast food services is increasing remarkably in the restaurant industry. In such a way that, on a given day, about one- quarter of all the adult people who live in the United States go to the fast food restaurants and this can make a very good market for this industry. In accordance with figures, statistics and competition in this industry, customer loyalty is taken into view to be an important element to increasing profitability and preserving the position of restaurant industry. So in business, realizing elements which have a great effect on customer loyalty is so vital. One of these vital. elements is sensory marketing. For making a memorable experience which customers never forget it , marketers can apply a technique that carefully examine five human senses(sight, smell, sound, taste, touch). This study investigated the influence of sensory marketing on the customer loyalty in the fast food industry from the previous literature and at last it was concluded that use of sensory marketing in the fast food industry will be effectual and heighten customer loyalty and repurchase. Keywords: sensory marketing, fast food restaurant, customer loyalty.