패스트푸드 레스토랑 배경음악의 장르가 고객태도에 미치는 영향에 관한 연구 = (The) Effect of Fastfood Restaurant Background Music Style on Customer Attitude

다국어 초록 (Multilingual Abstract)

The Effect of Fastfood Restaurant
Background Music Style on Customer Attitude


Han, Hyoung Joo


Department of Hotel & Food Management
The Graduate School
Gyeongju University


(Supervised by Professor Lee, Yeon Jung)


(Abstract)
The purpose of this study was to delve into the background music, or BGM, of fastfood restaurants, one of physical setting elements. It's specifically attempted to look into how BGM style affected visiting customers. The impact of BGM style on additional order and revisit by customers through their psychological responses was selected as a research model, and in research design, BGM style that was an independent variable was classified into classical music, jazz and dance music. An experimental survey was conducted in a McDonald shop, one of fastfood restaurants. The self-administered questionnaire used in

-62-
this study consisted of 42 items, including 18 about emotional responses, 14 about cognitive responses and the others about general characteristics.
After an experimental analysis was implemented, the following findings were given:
First, as for the influence of BGM style on the cognitive and emotional responses of the customers investigated, that made a significant difference to their emotional responses. Concerning cognitive responses, only sensory-stimulating factors were significantly different according to that. By genre, dance music produced the most significant differences, followed by jazz and classical music.
Second, regarding a hypothesis that customer attitude might vary with BGM style, dance music had the biggest impact on the additional order and revisit intention of the customers.
Third, as to whether or not the emotional responses of the customers to BGM affected their additional order and revisit, only their negative emotion exercised a negative influence on their additional order and revisit. Concerning the impact of cognitive responses on revisit, their cognitive responses had an impact on their comprehensive evaluation only. In conclusion, dance music that induced positive feelings had the most impact on the customers, among the BGM styles of the fastfood restaurant.

-63-
The effort by this study to examine customer responses toward different BGM genres, including classical music, jazz and dance music, to find out which was most appling is expected to help restaurant managers improve their business performance. But there was something to be desired in this study in that the tempo of BGM and the external components of the experimental spot(lighting and service) weren't under perfect control.
In the future, it's required to take a more qualitative approach by selecting different age groups and different time zones.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 배경 1
• 제 2 절 연구의 목적 2
• 제 3 절 연구의 범위와 방법 3
• 제 2 장 이론적 배경 6
• 제 1 절 물리적 환경의 음악환경 6
• 1. 물리적 환경의 개념 및 구성요소 6
• 2. 물리적 환경에서의 음악환경 8
• 제 2 절 배경음악 9
• 1. 배경음악의 개념 9
• 2. 배경음악의 기능 9
• 3. 배경음악의 장르 및 분류 11
• 제 3 절 태 도 16
• 1. 태도의 개념 16
• 2. 태도의 기능과 구성요인 17
• 3. 태도의 심리적 반응 21
• 제 4 절 배경음악의 장르와 고객태도에 관한 연구 26
• 제 3 장 조사 설계 30
• 제 1 절 연구 모형 설계 30
• 1. 연구의 모형 30
• 제 2 절 연구가설 설정 30
• 제 3 절 조사방법 및 절차 31
• 1. 표본의 설계와 자료수집 31
• 2. 설문지의 구성 32
• 제 4 장 실증분석 35
• 제 1 절 연구결과 35
• 1. 조사대상자의 일반적 특성 35
• 2. 변수의 신뢰도와 타당성 검증 36
• 제 2 절 가설검증 39
• 제 5 장 결 론 47
• 제 1 절 연구의 요약 47
• 제 2 절 연구의 시사점 50
• 제 3 절 연구의 한계 및 향후 연구과제 52
• 참고문헌 53
• 설문지 57
• Abstract 62