The influence of the musicscape within service environments

Steve Oakes

141 citations0/0 files storedJournal of Services Marketing

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty AI in Service Interactions

Abstract

A literature review of relevant empirical research examining the influence of background music within the context of service environments is presented. Studies revealing significant relationships between specific musical variables and desired consumer behavioural outcomes are displayed in a visual framework entitled the Musicscape. This framework draws on Bitner’s model of the Servicescape, which highlights music as just one of a range of ambient conditions influencing behaviour. The Musicscape provides an extended version of Bitner’s Servicescape model by focusing in detail on just one of these elements, the musical variable. Additional figures demonstrate an even more focused breakdown of Musicscape interactions by including arrows which identify the direction of significant relationships revealed in empirical studies. The framework portrays in visual terms the inherent complexity of attempts to influence response and subsequent behaviour by using music within a service environment.

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References

1974An approach to environmental psychology 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1994The Influence of Store Environment on Quality Inferences and Store Image 1991Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity 1982Using Background Music to Affect the Behavior of Supermarket Shoppers 1992An experimental approach to making retail store environmental decisions.1986The Influence of Background Music on the Behavior of Restaurant Patrons 1990Music, Mood, and Marketing

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