Abstract
Given the growing interest among restaurateurs in using atmospherics to enhance customers' dining experiences, this study sought to examine the impact of background music on customers’ perceptions of ethnic restaurants by applying the cue utilization and consumer socialization theories. A total of 346 valid responses were collected through an online survey sampling website. PLS-SEM was employed to validate the proposed model. Multigroup analysis was conducted to compare customers with different companions, either family or friends. The results indicated that the congruency between ethnic music and restaurant theme showed a more significant effect on perceived authenticity than the enjoyment of music itself. Perceived authenticity had a significant impact on both satisfaction and behavioral intention. The effect of music enjoyment on perceived authenticity was significantly higher for customers who dine out with families, while the effect of music congruency on perceived authenticity was significantly higher for customers who dine out with friends.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
