engleski

The influence of background music on the mood and purchasing intentions of consumers in services organizations in Dubrovnik

Many service organizations focus exclusively on some combination of traditional "marketing mix", that contains of product, place (distribution), promotional activities and price, although traditional "Four P's" do not cover personnel, customer service, and physical facilities. The impact of service providers' physical facilities (environments) on customer behavior and satisfaction has gained attention. Of the multitude environmental stimuli to which a customers may be exposed in a service setting, music has been identified as one of the most influential elements. Research conducted over the years provides some empirical evidence to support the existence of the effect of the music, especially in service environments. The aim of the paper is to explore the influence of the background music on the mood and purchasing intentions of the customers in service organizations in Dubrovnik. For that purpose we have carried out the primarly research including the sample of 250 customers. The results of the research show that there is a significant influence of music on the consumers behaviour in Dubrovnik.

music ; influence ; mood ; purchasing intention ; Dubrovnik

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