作者
M Mandila, V Gerogiannis
发表日期
2012
期刊
International conference on contemporary marketing issues (ICCMI)
页码范围
290-294
简介
Extending research by Stephanie Wilson (2003), who investigated the effects of music on perceived atmosphere and purchase intention in a restaurant, using four musical styles (jazz, popular, easy listening and classical) and no music, were played in a restaurant over two consecutive weeks, is closely related to the present study which also investigated the effects of music on customer behaviour and satisfaction. In the study of Stephanie Wilson, results indicated that different types of music had different effects on perceived atmosphere and the amount spent by the respondents. In the present study, the reasons of satisfaction were measured, showing that the different styles of music are not particularly related to the customers’ overall satisfaction. The two main factors that influence satisfaction are the gender of the respondents and the volume of the music being played. Overall, this study contributes to the development of a model that seeks to account for the relationship between music and satisfaction.
引用总数
201320142015201620172018201920202021202220231173144424
学术搜索中的文章