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An Experimental Study on the Effects of Restaurant Atmosphere,Color and Music on Customer's Emotional Responses,Satisfaction and Loyalty

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2014, 38(8), pp.369-395
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

JO MI NA 1

1수원대학교

Accredited

ABSTRACT

The purpose of this study was to investigate the effects of restaurant atmosphere, color and music on customer's positive emotion, negative emotion, satisfaction and loyalty. In this study, experiment has been performed. The combinations of eight color stimuli and eight music stimuli were manipulated in the video clip and two atmosphere stimuli were used. A quota sample of 400 customers were collected from the web survey and analyzed. The results were as follows. First, color and music stimuli were significantly different in 'dynamic and vibrant' and 'quiet and calm'. Second, positive emotion, satisfaction and customer loyalty were significantly different by color stimuli. And negative emotion was significantly different by music stimuli. Third, color had a main effect on satisfaction and customer loyalty. And music had a main effect on negative emotion.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.