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This study evaluated the effects of marination methods (injection or tumbling) and the use of a surface spice coating on the quality of chicken breast fillets, including those affected by white striping (WS). The injection with marinade solution, with the addition of a surface spice coating (IWC) treatment showed the best results, achieving the highest moisture retention (77.45 ± 0.25%) through reduced evaporation and improved marinade absorption. In instrumental color analysis, IWC and injection with no addition of coating (INC) increased lightness and yellowness, indicating better and more uniform marinade distribution. Tumbling standard (TS) and tumbling with marinade solution, with further addition of a surface spice coating (TWC) produced slightly firmer meat than injection, though shear strength differences were minimal. Coating had a strong impact on cooking loss: tumbling with marinade solution with the addition of a surface spice coating (TWC) showed the lowest value (28.67%), acting as an effective moisture barrier, while tumbling standard (TS) was highest (41.41%). Sensory evaluation and PCA analyses strongly favored treatments with coatings. IWC and TWC were most preferred for appearance, flavor, and overall acceptability, being associated with positive attributes such as “tasty” and “soft.” INC and marinated by tumbling, without surface spice coating (TNC) samples were linked to “dry” and “little salt.” Purchase intention tests also rated IWC and TWC highest. Microbiological analysis confirmed that all treatments complied with regulatory limits for thermotolerant coliforms, indicating that marination and coating did not compromise product safety. In conclusion, IWC effectively improved moisture retention, flavor uniformity, and sensory appeal, notably in WS fillets, while TWC enhanced appearance and tenderness by reducing cooking loss. IWC marination improved moisture retention (77.45%) in chicken fillets with WS. TWC resulted in the lowest cooking loss (28.7%), acting as a moisture barrier. IWC and TWC effectively mitigated negative effects of WS on sensory quality. IWC and TWC treatments were preferred for appearance, flavor, and tenderness.