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Musikens påverkan på kundens köpbeteende / The musics influence on customer shopping behaviour

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-35175
Date January 2015
CreatorsLagerroos, Sebastian, Kajin, Rasul
PublisherKarlstads universitet, Avdelningen för företagsekonomi, Karlstads universitet, Avdelningen för företagsekonomi
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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