The effect of background music in restaurants on customer satisfaction and behavioral intentions

Abstract

The objective of this paper is to explore The impact of general attitude towards background music on Chinese customer satisfaction of restaurants and the impact of customer satisfaction of restaurants on customer behavioral intentions. Background music or ambient music is one key element of atmospherics. It is a very common thing in restaurants and retail stores. Sometimes pleasant background music can improve the customers’ experience and leave them a good impression. Nowadays, more and more managers of restaurants or retail stores believe retail atmospherics is a very important strategic tool to promote customers’ consumption experience. Since customer satisfaction is directly related to the sales of restaurants, it is significant to find out the relationship between background music and customer satisfaction. Certain amount of literature was reviewed before the researcher put forward the research question. The sample of the research was Chinese consumers. Primary data collected through survey was used in this study. Reliability analysis, validity analysis, correlation analysis and regression analysis was done to analyze the data collected in this research. And SPSS was chosen as the tool to analyze data. The researcher found that people’s general attitude towards background music in restaurants has a significant positive correlation with customer satisfaction in restaurants and customer satisfaction in restaurants has a significant positive correlation with customer behavioral intentions.