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      Store music and customer loyalty to the store: Negative emotion as a mediator

      1 , 1
      Social Behavior and Personality: an international journal
      Scientific Journal Publishers Ltd

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          Abstract

          Increasing customer store loyalty is a vital issue for retailers because maintaining an existing customer costs less than attracting a new customer in the service industry. We conducted an empirical study to examine the connections between store music, customers' negative emotion, and store loyalty. Data were collected through a paper-and-pencil survey of 405 customers who were shopping at a supermarket located in a major metropolitan area in China. Structural equation modeling was used for data analysis. Results showed that store music indirectly affected customers' store loyalty through negative emotion. That is, store music inhibited negative emotion, thereby enhancing store loyalty. The findings will assist managers in understanding the effect of store music on customers' loyalty.

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          Author and article information

          Journal
          Social Behavior and Personality: an international journal
          soc behav pers
          Scientific Journal Publishers Ltd
          0301-2212
          April 05 2023
          April 05 2023
          : 51
          : 4
          : 1-7
          Affiliations
          [1 ]Music College, Hunan Normal University, People's Republic of China
          Article
          10.2224/sbp.12318
          c41eb81e-61e6-418f-9a73-aacaae918985
          © 2023
          History

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