کد مقاله کد نشریه سال انتشار مقاله انگلیسی ترجمه فارسی نسخه تمام متن
1009141 938833 2016 10 صفحه PDF ندارد دانلود کنید
عنوان انگلیسی مقاله
Co-creation of background music: A key to innovating coffee shop management
ترجمه فارسی عنوان
تولید مشترک موسیقی پس زمینه: کلیدی برای مدیریت نوآورانه کافی شاپ
کلمات کلیدی
موسیقی پس زمینه (BGM)؛ رفتار رویکرد؛ درک خلق و خوی؛ تولید مشترک
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
چکیده انگلیسی


• We investigate the application of background music (BGM) to coffee shop management.
• We examine the mechanism underlying congruity effect: perceived mood.
• We explore the effect of BGM co-creation in boosting patrons’ approach behavior.

Music is known to affect patrons in a service environment, and its types and applications have been widely studied. However, little research has yet addressed the possibility for patrons to create their background music (BGM) in collaboration with service providers. Also, the coffee shop has often been neglected as a research area for BGM application. We, thus, explore the potential for co-creation of background music (BGM) in coffee shop management. Based on the notion of congruity effect, which holds that congruent BGM leads to approach behavior, our research unveils that patrons experience a positive mood from BGM in harmony with a coffee shop environment and in turn show approach behavior represented by spending more money and time. More importantly, our research further explores the effect of BGM co-creation in boosting approach behavior (via enhanced perceived mood). The findings of this research suggest that coffee shop owners would benefit from adopting this co-creation strategy in managing their coffee shops.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Hospitality Management - Volume 58, September 2016, Pages 56–65
نویسندگان
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