Attitudes toward store music and customer loyalty: The mediating role of emotional value

• Ying Meng

  College of Music, Zhejiang Normal University

• Heping Yang

  College of Music, Zhejiang Normal University

Prior studies have suggested there is a link between attitudes toward store music and customer loyalty, although this evidence has been inconsistent and inconclusive. We tested the relationship between attitudes toward store music and customer loyalty while taking into account emotional value as a mediator. Customers (N = 352) from a supermarket in China completed a paper-and-pencil survey assessing attitudes toward store music, loyalty, and emotional value. The results of structural equation modeling suggested that emotional value played a mediating role in the relationship between attitudes toward store music and customer loyalty. This study contributes to understanding of customer loyalty in response to store music and provides retailers with practical insights into increasing customer loyalty by inducing positive attitudes toward store music.

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