TO EXPLORE TO WHAT EXTENT BACKGROUND MUSIC AFFECTS CUSTOMER BEHAVIOUR WITHIN THE HOTEL RESTAURANT
Cardiff Metropolitan University
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The aim of the dissertation was to explore to what extent background music affects customer behaviour within the hotel restaurant. Background research had been undertaken on what makes up the restaurant experience and current eating out trends was explored. Academic resources such as books and articles had included psychological studies on how music affects the human mind and body through calming and distressing influences with reference to music being part of therapeutic treatment. In conjunction music in retail had also been researched in the aim of gaining similar or different outcomes. The author concluded that the adequate research method to use was that of qualitative method. It had then been decided that data was to be collected through the structured interview method in which the author chose six participants, three regular hotel customers and three hotel restaurant members of staff each individually chosen from three separate hotel restaurants. Observations had also taken place within each hotel restaurant prior to interview with the restaurant staff participant. Data was critically analysed to determine various effects that music had towards customer behaviour. This has been fulfilled through analysis and discussion of results from six interviews that had taken place. Results taken from the interviews were divided into customer and restaurant staff perceptions where highlighted responses had then been placed under three major headings. Responses from all participants had then been put all together as the author made comparisons and similarities between the six. Theoretical perspectives from the literature review were brought in to compare and connect with participant responses. Participants had highlighted the importance of background music and how both tempo and dynamic should be balanced at all times during food service. Easy listening and soothing music was noted being the main preference of both customer and restaurant staff, however the emergence of live music had been recognised as having influence in adding to the restaurant atmosphere with possible influences on customer duration of stay and money spent.
BA (Hons) International Hospitality Management
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