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The Sound of Dining: Creating Value Through Music to Enhance the Restaurant Experience
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Orientador(es)
Resumo(s)
This study investigates how Music Enjoyment, as customers’ subjective response to background music, contributes to the creation of experiential and economic value in restaurant environments. In digitally mediated hospitality environments, background music is increasingly shaped by platform-based curation, data-driven personalization, and algorithmic recommendations. Building on this context, a theoretical model was adapted and extended from existing frameworks, guided by the Stimulus–Organism– Response (S–O–R) paradigm, where background music acts as the environmental stimulus (S), Music Enjoyment functions as the internal affective state (O), and behaviour outcomes such as satisfaction and willingness to pay represent the response (R). The model empirically assesses how Music Enjoyment influences Perceived Value, Customer Satisfaction, Behaviour Intention, and Willingness to Pay. Data was collected from 205 respondents, through an online survey focused on recent dining experiences, and the proposed model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results confirm that Music Enjoyment significantly enhances perceived value and is positively associated with Willingness to Pay through this evaluative pathway, demonstrating that emotional enjoyment can be transformed into economic appraisal. Perceived Value emerged as the strongest mediator between Music Enjoyment and both Satisfaction and Willingness to Pay, while the direct effect of satisfaction was weaker, suggesting that customers evaluate the benefits of music as part of the overall value of their experience. These findings extend the theoretical application of the S–O–R model to hospitality contexts while integrating perspectives from value perception and consumer behaviour theories. The study offers practical insights for restaurant managers, background music providers, and the music industry, particularly for rightsholders who benefit from fair and sustainable value remuneration generated through licensed public performance of music. It highlights the potential of background music as a strategic element of customer experience management and can serve as a foundation for deeper exploration of AI-driven personalization tools aimed at enhancing emotional engagement and creating shared cultural and economic value.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Digital Transformation
Palavras-chave
Background music Dining experience Music Enjoyment Perceived value Willingness to pay Customer behaviour PLS-SEM