The Music as an Element of Physical Evidence in Service Organizations

Abstract

Marketing manager must develop service organizations to ensure that they satisfy the needs of the customer. New ideas and improved services lead towards growth in service organizations. Given a choice, consumers prefer environments which offer pleasant atmosphere. In certain shopping situations the atmosphere may be more influential than the product itself in the purchase decision and can directly influence consumer behaviour. Unfortunately, many service organizations focus exclusively on some combination of traditional “marketing mix”, which contains product, place (distribution), promotional activities and price, although traditional “Four P's” do not cover personnel, customer service, and physical facilities. The aim of the paper is to prove that music is an important element of physical evidence in service organizations, which help service organizations to separate themselves from competitors and target a specific market segment by altering its service process. For the purpose of this paper we have used primary and secondary research. The primary research we have carried out in Dubrovnik, including the sample of 250 customers in service organizations. The results of the research show the music as an important element of physical evidence influencing consumer's behavior.