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Communication Dans Un Congrès Année : 2022

Sounds and Satisfaction : A Novel Conceptualization of the Soundscape in Sales and Service Settings

Résumé

Multiple studies in the marketing literature have conceptualized music as almost synonymous with sound in the shopping environment (e.g., Carlén, 2018; Turley & Milliman, 2000). Indeed, several well-known models have treated background music – but rarely other sound sources – as a focal factor assumed to influence a wide range of key customer outcomes, including but not restricted to customer satisfaction, service quality, spending, and store loyalty (e.g., Bitner, 1992; Walsh et al., 2011). Still, the physical commercial consumption contexts in which customers still make the majority of their purchase decisions also contain a myriad of other sounds. Audible alerts, for instance, can help frontline employees, provide better shopping experiences, and hinder shoplifting. Surprisingly, few attempts have been made to synthesize the different sound sources that characterize the retail landscape under a more generic soundscape umbrella. The current work aims to present a novel and more holistic conceptualization of the sounds that customers frequently encounter in the various sales and service settings. Drawing on the Stimulus-Organism-Response Model (Mehrabian & Russell, 1974) and the ISO Technical Specification on soundscapes (ISO-TS 12913-2/3), we delineate how different sound components can be assumed to influence both employees and customers in terms of their emotional, cognitive, and motivational reactions, and how such aspects, in turn, may shape behavioral responses in approach-oriented or avoidance-oriented ways.
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Dates et versions

hal-04028977 , version 1 (14-03-2023)

Identifiants

  • HAL Id : hal-04028977 , version 1

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Martin Ljungdahl Eriksson, Tobias Otterbring, Emma Frid, Kjetil Falkenberg. Sounds and Satisfaction : A Novel Conceptualization of the Soundscape in Sales and Service Settings: A Novel Conceptualization of the Soundscape in Sales and Service Settings. Nordic Retail and Wholesale Conference (NRWC), Nordic Retail and Wholesale Association, Nov 2022, Tampere, Finland. ⟨hal-04028977⟩
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