Title page for ETD etd-03242009-040606


Type of Document Master's Thesis
Author Geerdes, Margaret
URN etd-03242009-040606
Title The effects of music sound levels on restaurant customer's behavior
Degree Master of Science
Department Housing, Interior Design, and Resource Management
Advisory Committee
Advisor Name Title
Marshall-Baker, Anna Committee Chair
Long, Thomas Committee Member
McLain-Kark, Joan H. Committee Member
Keywords
  • background music
Date of Defense 1995-05-05
Availability restricted
Abstract

Restaurant attributes influence the perceptions and behaviors of restaurant customers. Among these attributes are music and its sound level. Sound level has been known to affect people's behaviors and judgments. The purpose of this study was to investigate the effects of music sound level on customers in a restaurant, specifically, where they sit and how long they stay. The study took place in a restaurant where customers seat themselves and music sound levels vary across tables. A convenience sample of dinner customers were observed for three weeks. Each week, speakers were placed in different locations causing tables that were originally quiet to become loud. A total of 107 table selections were analyzed using Chi Square tests. The effects of sound levels on length of stay were analyzed using an ANOVA with 36 dining parties.

The results showed no significant effect regarding table selection except when speakers were in their usual locations. An explanation of this significant effect may be that regular customers were familiar with the speaker locations and the sound levels of restaurant tables, and therefore, chose tables with lower sound levels over tables with high sound levels. Results from the ANOVA show that the length of stay of customers at high volume tables was significantly less than at other tables. Also, there was a negative correlation between length of stay and sound levels, indicating that the louder the music the earlier customers would leave.

These findings may indicate that as customers become familiar with a restaurant's sound levels, tables with high sound levels may be avoided. Also, in high music levels customer leave sooner. The implications may be increasing or decreasing table turns or affecting the satisfaction of regular customers.

Files
  Filename       Size       Approximate Download Time (Hours:Minutes:Seconds) 
 
 28.8 Modem   56K Modem   ISDN (64 Kb)   ISDN (128 Kb)   Higher-speed Access 
[VT] LD5655.V855_1995.G447.pdf 2.43 Mb 00:11:14 00:05:46 00:05:03 00:02:31 00:00:12
[BTD] next to an author's name indicates that all files or directories associated with their ETD are accessible from the Virginia Tech campus network only.

Browse All Available ETDs by ( Author | Department )

dla home
etds imagebase journals news ereserve special collections
virgnia tech home contact dla university libraries

If you have questions or technical problems, please Contact DLA.