The Effects of Music on Customer Behaviour and Satisfaction in the Region of Larissa- The Cases of Two Coffee Bars (Conference presentation)

Mandila, M./ Gerogiannis, V./ Μανδίλα, Μ./ Γερογιάννης, Β.

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.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Consumer behaviour;Types of music;Satisfaction;Atmosphere;Coffee bar;Συμπεριφορά καταναλωτή;Είδη Μουσικής;Ικανοποίηση;Ατμόσφαιρα
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
Publisher: Bucks New University
Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Appears in Collections:ICCMI (2012)

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