The effect of pleasantness of store music on customers’ engagement and trust
- Authors
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Dashan Meng
School of Liberal Arts, Shinawatra University
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Manoon Tho-ard
School of Liberal Arts, Shinawatra University
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Heping Yang
College of Music, Zhejiang Normal University
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- Keywords:
- retail stores, store music, store atmosphere, customer engagement, customer trust, customer relationship
- Abstract
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Retailers are increasingly looking to foster customers’ engagement and trust to build strong customer relationships. One way to achieve this goal is by using music to create an attractive store atmosphere. This study tested the role of retail store music in facilitating customers’ engagement and trust. We also examined the mediating effect of customer engagement in this relationship. Responses obtained from surveying 464 shoppers in three supermarkets of the same chain in China were analyzed with Amos 22.0. The findings suggested that perceived pleasantness of store music had a positive impact on customer engagement, which, in turn, positively affected customer trust. This study enhances understanding of the impact of store music on customers’ engagement and trust, and provides retailers with practical insights into building customer relationships by using music cues in their stores.
- References
- Downloads
- Published
- 2023-06-07
- Issue
- Vol. 51 No. 6 (2023)
- Section
- Articles
- License
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Author(s) agree that copyright of an article published in SBP Journal is transferred from the author(s) to the journal publisher (Scientific Journal Publishers Limited) upon publication.
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