Musikens påverkan på kundens köpbeteende
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The musics influence on customer shopping behaviour (English)
Servicescape is a research area within service management which processes the effect that the environment has on the service experience. The purpose of this essay is to find out how servicescape, with focus on the “background music”, affects customer behavior in a clothing retail store. Through manipulation of the background music’s tempo the essay aim to explore to what extent this part of the servicescape a) affect the customers approach and avoidance behavior, b) is affected by customers with a hedonic or utilitarian shopping behavior, c) affects pleasure, arousal and dominance perceptions for the customer, and d) how the servicescape is perceived.
Key words: Servicescape, approach-avoidance behaviour, pleasure, arousal, dominance, hedonic-utilitarian behaviour.
Place, publisher, year, edition, pages
2015. , 54 p.
Servicescape, närmande-undvikande beteende, nöjdhet, aktivering, dominans, hedonic-utilitarian beteende
Business Administration Economics and Business
IdentifiersURN: urn:nbn:se:kau:diva-35175OAI: oai:DiVA.org:kau-35175DiVA: diva2:787006
Subject / course
Business Administration and Economics, 180 hp
Shams, Poja, Universitetslektor
Skålén, Per, Professor