The effect of music, scent and crowd on atmosphere perception, satisfaction and revisit and recommendation intentions

Purpose This research aims to test the effects of music in a retailer environment on revisit and recommendation intentions via the serial mediator’s atmosphere perception and satisfaction and the moderating role of scent and crowd perceptions. Design/methodology/approach This study was conducted by means of surveys in two stores: Abercrombie & Fitch and Apple (n = 948 customers). Data was analysed via PROCESS. Findings The results reveal a serial mediation effect, in which a positive perception of in-store music enhances revisit and recommendation intentions via atmosphere perception and satisfaction; perceived crowding does not moderate this mediated relationship; and in Abercrombie & Fitch, scent has no moderating effect, whereas in Apple, it exerts a positive moderating influence. Research limitations/implications The authors test the serial indirect effects of music on revisit and recommendation intentions through atmosphere perception and satisfaction. The authors extend this approach by examining the moderating role of scent and crowd. This study could be enriched by incorporating additional mediators (e.g., emotions) and other sensory and individual moderators. Future research could replicate these findings in different contexts. Practical implications This study highlights the importance of music in shaping atmosphere perception and driving satisfaction and long-term behaviours and a better atmosphere boosts satisfaction, future visits and recommendations. Originality/value This research is novel in that it examines the effects of music on the long-term downstream effects of revisit and recommendation intentions, mediated by the atmosphere perception and satisfaction, while also investigating the moderating influence of scent and crowd.