Impacts of background music toward customer spending in restaurants / Wan Syasya Izzati Rosly and Nor Aini Yusoff
Background music is always played in some restaurants during their daily operation. This technique is being used to enhanced customer experience and indirectly increase customer spending based on their behaviour. The purpose of this study is to examine the relationship between background music and c...
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| Main Authors: | , |
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| Format: | Thesis |
| Language: | English |
| Published: |
2021
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/99622/1/99622.pdf https://ir.uitm.edu.my/id/eprint/99622/ |
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| Summary: | Background music is always played in some restaurants during their daily operation. This technique is being used to enhanced customer experience and indirectly increase customer spending based on their behaviour. The purpose of this study is to examine the relationship between background music and customer spending behavior. This study is conducted on a restaurant that uses background music in its operations. An online survey is carried out to gather information from 202 respondents to observe and compare customer spending when background music was played. In this study, background music has a strong correlation towards customer spending (p = 0.55). This research also benefits the restaurant business in enhancing customer experiences by building satisfaction and improving sales. A better experience will likely allow higher spending on the restaurant and returning customers. |
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