Effects of Music Dimensions on the Customer's Behavior Visiting Commercial Centers by Moderating Factors: Case Study Retail Stores in District 1 of Tehran, Iran

Abstract

To attract the customer, gain profit and increase purchase, organizations should understand the customer's behavior and factors affecting such as environmental factors. In fact, customers communicate with the buying and selling environment through the interior and exterior elements of the store. For example, among the internal factors affecting the attractiveness of the store, music is one of the factors that is ignored by managers of organizations and stores. According to the study results, it was attempted to prove the effect and dimensions of music as an environmental factor on the customer's behavior. This issue is investigated in the form of nine hypotheses, including the effects of music dimensions separately and the effects of music dimensions on different age groups and both genders of men and women. Finally, according to the results, it was concluded that the hypothesis of the effects of music dimensions was confirmed separately, the hypothesis of the effects of music dimensions on gender was rejected, and the hypothesis of the effects of music dimensions on different age groups was confirmed.