Authors: Ana Saffar
Addresses: Department of Business Management, Science and Research Branch, Islamic Azad University, P.O. Box 163-61555, Khouzestan, Iran
Abstract: Maintaining an existing customer has recently been the focus of many managers compared to efforts to acquire new customers. Therefore, this study examines the effect of environment, colour and music on customer loyalty in restaurants and coffee shops. 400 customers of restaurants and coffee shops existing in Tehran were selected as sample and were administered questionnaires of which validity and reliability were confirmed. The results of the analysis using structural equations showed that environment exerted positive and significant effect on customer loyalty. The effect of colour on customer loyalty was positive and significant. The direct influence of music on customer loyalty was not significant. Generally speaking, this study emphasised the influences of environment and colour on customer loyalty.
Keywords: environment effect; colour effect; music effect; customer loyalty; restaurants; coffee shops; Tehran; Iran; structural equation modelling; SEM.
International Journal of Business Excellence, 2016 Vol.10 No.2, pp.162 - 176
Available online: 25 Jul 2016 *Full-text access for editors Access for subscribers Purchase this article Comment on this article