The Effect of Pleasantness of Store Music on Customers' Engagement and Trust

Abstract

Retailers are increasingly looking to foster customers' engagement and trust to build strong customer relationships. One way to achieve this goal is by using music to create an attractive store atmosphere. This study tested the role of retail store music in facilitating customers' engagement and trust. We also examined the mediating effect of customer engagement in this relationship. Responses obtained from surveying 464 shoppers in three supermarkets of the same chain in China were analyzed with Amos 22.0. The findings suggested that perceived pleasantness of store music had a positive impact on customer engagement, which, in turn, positively affected customer trust. This study enhances understanding of the impact of store music on customers' engagement and trust, and provides retailers with practical insights into building customer relationships by using music cues in their stores.