The influence of the musicscape within service environments

Steve Oakes (Senior Lecturer in Marketing, Department of International Business and Accounting, University of Central Lancashire, Preston, UK)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 December 2000


A literature review of relevant empirical research examining the influence of background music within the context of service environments is presented. Studies revealing significant relationships between specific musical variables and desired consumer behavioural outcomes are displayed in a visual framework entitled the Musicscape. This framework draws on Bitner’s model of the Servicescape, which highlights music as just one of a range of ambient conditions influencing behaviour. The Musicscape provides an extended version of Bitner’s Servicescape model by focusing in detail on just one of these elements, the musical variable. Additional figures demonstrate an even more focused breakdown of Musicscape interactions by including arrows which identify the direction of significant relationships revealed in empirical studies. The framework portrays in visual terms the inherent complexity of attempts to influence response and subsequent behaviour by using music within a service environment.



Oakes, S. (2000), "The influence of the musicscape within service environments", Journal of Services Marketing, Vol. 14 No. 7, pp. 539-556.

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Copyright © 2000, MCB UP Limited

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