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

Faat, Farhan and Shahuri, Shakuraitul Aine and Ismail, Natrah and Nik Mohd Nor, Nik Mohd Shahril and Nordin, Nakia (2019) The relationship between background music and customers’ emotion towards duration of stay in restaurants / Farhan Faat... [et al.]. Insight Journal : International, Refereed, Open Access, Online Journal, 4 (18). pp. 211-219. ISSN 2600-8564

Abstract

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 that music genre, rhythm and tempo were able to arouse the emotion of customers, thus affecting the patrons’ consumption and duration of stay. Therefore, this study aims at reporting the empirical investigation of background music, emotions and duration of customers’ stay in cafés and restaurants. The findings of this study revealed the relationship of the background music managed to arouse the emotion of patrons which led to lengthening the duration of customers’ stay and increasing their consumption. The positive response among the customers indicated that the use of music in restaurants plays an integral part. As such, it is important for restaurateurs to choose suitable music to create pleasant atmosphere as it influences customers’ emotion.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Faat, Farhan
UNSPECIFIED
Shahuri, Shakuraitul Aine
UNSPECIFIED
Ismail, Natrah
UNSPECIFIED
Nik Mohd Nor, Nik Mohd Shahril
UNSPECIFIED
Nordin, Nakia
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Zainon, Assoc. Prof Dr. Saunah
UNSPECIFIED
Editor
Raja Ahmad, Assoc. Prof Dr. Raja Adzrin
UNSPECIFIED
Editor
Soo, Assoc. Prof. Dr. Carolyn Kum Yoke
UNSPECIFIED
Editor
Kadri, Assoc. Prof. Dr Mohd Halim
UNSPECIFIED
Editor
Ismail, Dr. Noriah
UNSPECIFIED
Editor
Mohd Ariff Albakri, Associate Professor Dr. Intan Safinas
UNSPECIFIED
Editor
Khairani, Dr. Noor Sufiawati
UNSPECIFIED
Editor
Othman, Dr. Akmal Aini
UNSPECIFIED
Editor
Ismail, Dr. Norashikin
UNSPECIFIED
Editor
Ahmad, Dr. Syahrul Ahmar
UNSPECIFIED
Editor
Misman, Dr. Faridah Najuna
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
M Music and Books on Music > ML Literature of music > Music in the workplace > Moral influence of music. Therapeutic use of music
M Music and Books on Music > MT Musical instruction and study > Music theory
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Journal or Publication Title: Insight Journal : International, Refereed, Open Access, Online Journal
UiTM Journal Collections: UiTM Journal > INSIGHT Journal (IJ)
ISSN: 2600-8564
Volume: 4
Number: 18
Page Range: pp. 211-219
Related URLs:
Keywords: Background music; Emotion; Duration of Stay; Restaurant; Customers’ behaviour; UiTM Cawangan Johor
Date: 2019
URI: https://ir.uitm.edu.my/id/eprint/41888
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