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 |
URI: | http://195.251.240.227/jspui/handle/123456789/1225 |
Publisher: | Bucks New University Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing |
Item type: | conferenceItem |
Submission Date: | 2016-05-30T15:45:45Z |
Item language: | en |
Item access scheme: | free |
Institution and School/Department of submitter: | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων |
Publication date: | 2012-06 |
Bibliographic citation: | Mandila, M., Gerogiannis, V. 2012, 'The Effects of Music on Customer Behaviour and Satisfaction in the Region of Larissa- The Cases of Two Coffee Bars', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 290-294 |
Abstract: | 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. |
Publisher: | Bucks New University Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing |
Conference name: | International Conference on Contemporary Marketing Issues (ICCMI) |
Type of the conference item: | full paper |
Appears in Collections: | ICCMI (2012) |
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Mandila_Gerogiannis_The_Effects_of_Music_on.pdf | 546.02 kB | Adobe PDF | View/Open |
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