The sense of nature sounds in the servicescape: Customer experiences and reactions concerning different types of sounds
2010 (English)In: In Proceedings of the 39th European Marketing Academy Conference (EMAC), June 1-4, Copenhagen, Denmark, 2010Conference paper (Refereed)
Research emphasises sound as an important variable in servicescapes. However, sounds have been operationalized mainly as different types of music in empirical research. This paper explores the influence of nature sounds on consumer perceptions of attributes in a car parking facility. Responses from field experiments consisting of 600 consumers in three groups are analyzed. The results show that consumers perceive the servicescape to be significantly safer and less crowded when sounds are introduced. Furthermore, a nature sound evokes higher curiosity, better mood, lower stress levels, and higher willingness to return, than a manmade sound. Research and marketing implications are discussed.
Place, publisher, year, edition, pages
Servicescape, consumer perceived attributes, bird song, environmental sounds
IdentifiersURN: urn:nbn:se:umu:diva-80596OAI: oai:DiVA.org:umu-80596DiVA: diva2:650491
39th European Marketing Academy Conference (EMAC), June 1-4, Copenhagen, Denmark