The relationship between background music and customers’ emotion towards duration of stay in restaurants / Farhan Faat... [et al.]

• Main Authors: Faat, Farhan, Shahuri, Shakuraitul Aine, Ismail, Natrah, Nik Mohd Nor, Nik Mohd Shahril, Nordin, Nakia
• Format: Article
• Language: English
• Published: UiTM Cawangan Johor 2019
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Moral influence of music. Therapeutic use of music; Music theory
• Online Access: http://ir.uitm.edu.my/id/eprint/41888/1/41888.pdf; http://ir.uitm.edu.my/id/eprint/41888/; https://insightjournal.my/

Food service in Malaysia has grown positively and to a certain extent is being labelled as ‘sophisticated’. The atmosphere in restaurants such as the colours, scents, temperature and music have become some of the essential elements that influence customers’ behaviour. Previous studies have shown tha...