162 Int. J. Business Excellence, Vol. 10, No.

2, 2016

Effect of environment, colour and music on customer

loyalty in restaurants and coffee shops

Ana Saffar
Department of Business Management,
Science and Research Branch,
Islamic Azad University,
P.O. Box 163-61555, Khouzestan, Iran
Email: anakameliya@yahoo.com

Abstract: Maintaining an existing customer has recently been the focus of

many managers compared to efforts to acquire new customers. Therefore, this
study examines the effect of environment, colour and music on customer
loyalty in restaurants and coffee shops. 400 customers of restaurants and coffee
shops existing in Tehran were selected as sample and were administered
questionnaires of which validity and reliability were confirmed. The results of
the analysis using structural equations showed that environment exerted
positive and significant effect on customer loyalty. The effect of colour on
customer loyalty was positive and significant. The direct influence of music on
customer loyalty was not significant. Generally speaking, this study
emphasised the influences of environment and colour on customer loyalty.

Keywords: environment; colour; music; loyalty; customer.

Reference to this paper should be made as follows: Saffar, A. (2016) ‘Effect of

environment, colour and music on customer loyalty in restaurants and coffee
shops’, Int. J. Business Excellence, Vol. 10, No. 2, pp.162–176.

Biographical notes: Ana Saffar received her MA degree from Islamic Azad
University, Khouzestan, Iran. In two years of MA studies, she had the
opportunity to broaden her knowledge through a teacher assistantship
experience, which she tried afterwards to compliment by conducting researches
on various areas of marketing studies such as: social media marketing activates,
physical environment and customer loyalty, customer satisfaction and brand
loyalty.

1 Introduction

Development of technology and innovation in the industry has intensified the competition
between companies; unlike the old, traditional technique, the important discussion in
evaluating position and success of companies is customer share rather than market share
(Eriksson and Estelami, 2013). In new global economy, customers make the companies
survive; all companies recognise that customers are the main and the most important
asset of companies (Ou et al., 2013). Because, the only source of capital return are
customers. In fact, today is the loyalty era (Toufaily et al., 2013), customer loyalty,
employee loyalty, management loyalty, loyalty to the principles, ideals and beliefs. Many
studies have shown that satisfaction is not the ultimate key to success and profitability. In

Copyright © 2016 Inderscience Enterprises Ltd.

 Effect of environment, colour and music on customer loyalty 163

fact, marketing concepts ignored it; instead, only happy delighted customers who feel
sense of belonging are considered as long-lived capitals with profitability (Ou et al.,
2013; Eriksson and Estelami, 2013). customer loyalty is of great importance in consumer
marketing as well as in industrial marketing, because the awareness of producers and
sellers about factors effective on customer loyalty enables them to meet needs and
demands of customers in order to develop a better mixed marketing for the target market.
In fact, the concept of loyalty and customer satisfaction is interested by many businesses;
due to the importance of these two categories, they should be well understood and
accurately be measured (Ham and Han, 2013). Due to the importance of customer loyalty
for organisational growth, understanding concepts and model of loyalty is very important;
lack of such knowledge may cause service organisations select incorrect indices to
measure customer loyalty. This leads to inability in relating customer loyalty to
performance indices; as a result, organisations may make mistakes in developing loyalty
plans and identifying correct behaviours of customer (Ramanathan and Ramanathan,
2013). Several elements can influence loyalty and its type; these elements may include
colour, music and environment which have been emphasised. Colour possesses the power
to influence body and mind (Eriksson and Estelami, 2013; Ham and Han, 2013).
Nowadays, scientists know that colours can have an influence on the physiological and
mental state (van Doorn and Leeflang, 2014). Actually, changes in the colour can
influence and modify human behaviour. As colour, music can influence human body and
mind. These elements can considerably influence loyalty (Ha and Jang, 2010; Ryu and
Han, 2011; Ou et al., 2013; Eriksson and Estelami, 2013).
Consideration of elements such as colour, music and environment can influence
duration and type of customer loyalty to places such as restaurants, hotels and coffee
shops. Then, both selection and relevance of colours are important (Yoon et al., 2013).
Therefore, it is necessary to consider meanings of colours in business marketing. Colour
can weaken negative feelings and promote positive feelings. Colour and music have a
direct influence on human emotions (Han and Ryu, 2009; Ghosh et al., 2010). Among
different arts, music has always been a sensitive and specific element; during the
centuries, man has expressed thoughts, beliefs, feelings and his wishes by music.
Therefore, these factors can considerably influence customer loyalty or disloyalty to
hotels, restaurants and coffee shops.

2 Customer loyalty

Loyalty refers to a strong commitment to repurchase a better product or service in the

future; so that, the brand or product is repurchased despite influences and marketing
efforts of potential rivals (Ball et al., 2004). Customer loyalty is one of the essential
factors in the survival and development of a company. Customer loyalty is considered as
a competitive asset for any organisation, because customer loyalty is considered as the
critical determinant in predicting earnings (Chen, 2012) and market share (Chen, 2012).
In particular, the intense competition in the retail market has emphasised the need to
preserve and maintain existing customers (Chen, 2012). The concept of loyalty is a
behavioural approach, where loyalty is defined and measured in terms of repurchasing
behaviours (Tofili et al., 2012). Theorists believe that loyalty is divided into three main
dimensions:
164 A. Saffar

1 Cognitive loyalty: cognitive loyalty indicates the belief that a typical brand (service)
provides more benefits than other brands (services). In other words, cognitive loyalty
leads to customer behaviour and is concerned with customer belief (Ou et al., 2013;
Eriksson and Estelami, 2013).
2 Emotional loyalty: emotional loyalty leads to commitment and trust. Emotional
loyalty indicates a positive sense of belonging to a brand (service) (Han and Ryu,
2009).
3 Intentional loyalty: indicates a deeper commitment and intention to introduce a brand
(service) to others (Toufaily et al., 2013).

3 Environment, music and colour

So far, the importance of physical environments in enhancing brand loyalty is discussed.

Physical environment is followed by customer satisfaction, which in turn leads to future
visits of customers. In addition, they perceive quality products and services more
comprehensively along with further experience of consumers with goods and services
(Namkung and Jang, 2008). Physical environment not only can influence consumers to
repurchase, but also their quality evaluations as well as satisfaction towards the purchase
of goods and services (Woo et al., 2012). The external environment is a series of factors
surrounding and influencing the organisation. External environment is composed of two
parts, groups and internal resources (Deng et al., 2010). Internal group refers to workers
working in different categories of organisations. Internal environment focuses on internal
resources to organisational methods and systems including finance, human resources and
management. Internal environment includes sounds, smells, lighting, weather and other
factors involving driving factor.
Music is the art of expressing feelings, thoughts and desires which are expressed by a
combination of sounds and melodies. Music is the vibrations and airwaves that can be
heard when the auditory nerve is influenced to provoke the emotional dimension. Music
is composed by sounds and sound is produced by vibrating objects and is released in the
air (Khaze, 1996). In this study, music is classified into categories of pop music, classic
music, Persian classic music and instrumental music. Studies show that music (especially
the favourite music of audience) positively influences on perception of the waiting time
for a service. At the same time, music positively influences their emotional responses to
the service-providing environment and their overall impression of expected service; it
also increases positive behavioural intentions of consumers (Walsh et al., 2011; Lee
et al., 2012). Today, commercial development in many of the services is influenced by
colours; the more diverse colours, the more likely tendency of customers to the goods or
services (Furnham and Milner, 2013). The science of colours has been used by marketing
researchers to determine how to use this knowledge to influence customer satisfaction
and loyalty. Colours change based on culture, species, breed and even age. Therefore,
colours are very important not only in terms of selection but also in terms of the
relevance to customers. Howard (2007) notes that music; colour and complexity in
composition of the store as well as arrangement of goods are environmental factors which
can be used by retailors to influence consumer behaviours.
 Effect of environment, colour and music on customer loyalty 165

4 Literature review and hypothesises

Fulberg (2003) examines the effect of environmental factors on brand loyalty. Research
findings indicate that a subset of factors related to the physical environment, surrounding
elements, beauty and tranquillity have a positive effect on brand loyalty. Ahmad (2012)
studied factors of attractiveness influencing customers. The independent variables
included aesthetics, convenience, accessibility, variety of goods, recreation and service
quality; the dependent variables included customer satisfaction and loyalty of the buyer.
Findings showed that beauty, comfort, ease of access, variety of goods, recreation and
service quality had a positive effect on buyers. van Rompay and colleagues (2012)
examined the effects of store design and atmosphere on customers’ repurchase. Their
findings showed that the interior design of shops and their internal environment would
have a significant effect on their shopping experience, which itself would increase
consumer purchasing. The findings of Fatima and Rasheed (2012) also suggest that
environment, picture and the ease of shopping influence the loyalty of consumers.
Therefore we hypothesised:
H1 Environment has a significant positive effect on the level of customer loyalty in
restaurants and coffee shops of Tehran.
Ha and Jang (2010) showed that beautifying, lighting, arrangement and social factors in
the shopping centre had significant effects on the approval of the customers. In addition,
the lack of approval from the customers had direct effects on their satisfaction and loyalty
to the restaurants. Customer satisfaction showed positive effects on his loyalty. Finally,
the effects of beauty, brightness and social factors on the disapproval of customers
showed a significant difference between customers who first came to the restaurant and
repetitive customers. Therefore we hypothesised:
H2 Colour has a significant positive effect on the level of customer loyalty in
restaurants and coffee shops of Tehran.
Miller and colleagues (2013) examined the effect of music on young customers and
introduced the music as a non-traditional instrument in marketing, especially to attract
young customers. By a qualitative method, this study examined the effect of music and its
relationship with marketing on industry. The factors such as awareness of the modern
music and appropriate usage of music for different places have more effect on this
relationship. Due to different tastes, knowledge of technology, modern music and cultural
promotion result in increased customer loyalty towards the environment. Wang and
colleagues (2014) showed that attention to aesthetic, lighting, arrangement and
appearance of staff has a considerable effect on the lack of customer loyalty. Therefore,
the third hypothesis this study is:
H3 Music has a significant positive effect on the level of customer loyalty in restaurants
and coffee shops of Tehran.
As mentioned in previous discussions, several researchers assessed the effects of
environment, colour and music on customer loyalty using path analysis models and
structural equation modelling. Table 1 summarises these studies along with analysis
methods and results.
166 A. Saffar

Table 1 Summarised findings

Analysis
Authors Participants Findings
method
Koufaris et al. Web stores’ Path analysis Web stores that utilise music and favourite
(2002) customer colure positively influenced costumers’
satisfaction and finally their loyalty.
Nguyen and Stores and Hierarchical Ambient conditions such as colour, light,
Leblanc (2002) hypermarkets multiple temperature, noise, odour and music
regression positively influenced perceived corporate
image
Kwun and Oh Restaurant Path analysis Elements of a physical environment (e.g.,
(2007) industry including colour, interior design, aroma,
music, lighting and artwork) have
significant effects on the customer’s
satisfaction and loyalty.
Namkung and Restaurant Logistic Fascinating interior design, pleasing
Jang (2008) industry regression background music, responsive service and
competent employees are important
attributes in contributing to the high
satisfaction of diners.
Han and Ryu Restaurant Path analysis Physical environment enhanced customer
(2009) industry satisfaction level and directly/indirectly
influenced customer loyalty.
Ghosh et al. Supermarkets, Path analysis Store atmospherics directly influenced
(2010) departmental customer loyalty.
stores and
hypermarkets
Ha and Jang Restaurant Hierarchical Atmospheric items such as presentation,
(2010) industry regression texture, colour and temperature have
critical role in customer satisfaction and
loyalty
Ryu and Han Restaurant Structural customers’ perceptions of the physical
(2011) industry equation model environment(aesthetics, lighting, layout
and service staff) influenced customer
loyalty
Koo and Kim Stores Structural Interior design, facility layout, colours and
(2013) equation model lighting in the restaurant generated high
loyalty among customers.
Jani and Han Hotel industry Structural Ambient conditions such colours and
(2014) equation model music was positively related to customer
loyalty.

5 The current study

The purpose of the present study is to investigation effect of environment, colour and
music on customer loyalty in restaurants and coffee shops. The present study will
increase our understanding of customer loyalty in restaurants and coffee shops. It will
also test the causal links between environment, colour and music on customer loyalty to
improve our knowledge of the association of these variables.
 Effect of environment, colour and music on customer loyalty 167

6 Conceptual model

The conceptual model is depicted in Figure 1. In this model, environment, colour and
music are considered as exogenous variables and customer loyalty is the dependent
variable.

Figure 1 The conceptual model

Internal environment
Environment

External environment
Cognitive

Warm colure
Customer
Colour loyalty Emotional
Cool colure
Intention
Pop music

Classical music Music

Persian music

Instrumental music

7 Materials and methods

Participants of the present study included customers of restaurants and coffee shops
existing in Tehran, 2013. By dividing the whole city of Tehran to five north, south, east,
west and the centre areas and random sampling from each area, questionnaires were
distributed among their customers. The questionnaires distributed among customers were
collected; of 450 distributed questionnaires, 400 questionnaires were returned.
Environment: to measure environmental characteristics, Kisang and Heesup (2011)
questionnaire was used. The scale has six items based on a five-point Likert range
(1 = strongly disagree to 5 = strongly agree). Using Cronbach α, reliability of this scale
was 0.89 which shows its proper validity.
Colour: to measure warm and cool colours, this study used Parker et al. (2009). The
scale has two dimensions of warm and cool colours, each with three items. Scoring is
based on five-point Likert scale (1 = strongly disagree to 5 = strongly agree). Cronbach’s
alpha is 0.79 for colour scale.
Music: this study used Beverland et al. (2006) to measure music. The scale has four
dimensions: pop, classical, instrumental and Persian classic music. The scale consisted of
12 items scored on a five-point Likert scale (1 = strongly disagree, to 5 = strongly agree).
Using Cronbach α, reliability of this scale was 0.80 which shows its proper validity.
168 A. Saffar

Customer loyalty: Yuksel et al. (2010) used to measure customer loyalty. The scale
has three dimensions: cognitive loyalty, emotional loyalty and intentional loyalty. The
scale has 13 items; scoring is based on a five point Likert scale (1 = strongly disagree to 5
= strongly agree). Reliability of this scale is reported as 0.88.

8 Analysis of data

For data analysis, structural equation modelling was used. SEM is the ability to identify
estimates of cause and effect relationships between a set of variables. LISREL is used to
analyse data. To assess the fitness of measurement models χ2/df, RMSEA, NNFI GFI,
CFI, NFI and AGFI are used. Each of these indices has an acceptable value which shows
the good fitness of models. According to Kline (2005), χ2/df < 5 can be confirmed; the
smaller value, the better the model fits. The index for good models is 0.05 or less. For
RMSEA, 0.08 indicates an acceptable error for approximation; however, the lesser value,
the lower error in the related model. GFI and AGFI also show how the model better fits
when they are absent. Based on the contract, the NFI, GFI and AGFI and CFI should be
equal to or greater than 0.90, to ensure the proper fitness of the model (Kline, 2005).

9 Results

The results obtained show that 56% of the subjects were male and 44% were women. In
addition, 51.8% of the subjects were less than 25 years, 26% between 26 to 30 years,
14.8% between 31 to 35 years, 3.8% between 36 and 40 years and 3.8% more than
40 years old. Furthermore, 3.8% of the subjects were housewives, 18.2% employees,
33.2% students, 30% self-employed and 14.8% engaged in other occupations. Finally,
7.5% of the participants went to restaurants and coffee shops between 9 to 12, 7.5%
between 12 and 15, 14.8% between 15 and 18, 51.5% between 18 to 21 and 18.8% after
21 o’clock.
As Table 2 shows, there is a significant relationship between both the internal and
external environments and cognitive, emotional and intentional customer loyalty in 0.05.
Moreover, there is a significant direct relationship between cool colours and cognitive,
emotional and intentional customer loyalty, while there is no significant relationship
between warm colours and cognitive, emotional and intentional customer loyalty. In
addition, there is a significant reverse relationship between pop music in coffee shops and
all aspects of customer loyalty, while classical music had no significant relationship with
cognitive, emotional and intentional loyalty. There is a significant direct relationship
between Persian classic music and cognitive customer loyalty in 0.05, while the
relationship between this type of music and other aspects of loyalty was not significant.
There was a positive significant relationship between instrumental music and cognitive
loyalty and a negative significant relationship between instrumental music and intentional
loyalty, while the relationship between this type of music and emotional loyalty was not
significant. Given the correlation between variables and types of customer loyalty and the
linear relationship between them and loyalty, the conceptual model was tested by
LISREL. Output of this software is shown in Figure 2 with path coefficients.
 Effect of environment, colour and music on customer loyalty 169

Table 2 Estimation of Spearman linear correlation coefficients between dependent variables

and customer loyalty

Spearman correlation between Emotional Intentional

Cognitive loyalty
variables loyalty loyalty
Environment Internal 0.266** 0.207** 0.214**
External 0.479** 0.372** 0.357**
Colour Warm 0.090 0.094 0.292**
Cool 0.163** 0.117* 0.297**
Music Pop –0.345** –0.10* –0.249**
Classic 0.019 0.074 –0.073
Persian classic 0.231** –0.028 –0.096
Instrumental 0.253** 0.024 –0.10*

Figure 2 Path coefficients of structural equations between variables

IE
0.19**
0.49**
Environment
EE KL
0.98**
0.25**
WC 0.38**
Colour –0.29** Loyalty 0.62** EL
0.62**
CC 0.57**
VL
0.01
PM
0.19**
CM 0.54** Music
0.77**
IRM
0.94**

INM

As Figure 2 shows, impact factor of environment is greater than colour and music. Factor
loading of external environment is greater than that of internal environment, which
indicates its higher effectiveness on loyalty. In addition, impact factor of colour (the
highest by cool colours) shows its revers effectiveness on customer loyalty in the studied
coffee shops. The lowest impact factor is for music with the lowest effectiveness on
customer loyalty. Given its factor loadings, pop music had a negative effect on music;
instrumental music mostly explained for the effect of music on customer loyalty.
• First hypothesis: environment has a positive significant effect on customer loyalty.
170 A. Saffar

Findings of Table 3 show that environments of coffee shops had a significant positive
effect (β = 0/98) on customer loyalty. It was found the direct effect of colour on customer
loyalty (β = –0/29) was negative and significant. The effect of music on customer loyalty
(β = 0/01) was not significant.
Table 3 Effect of environment on customer loyalty

Standard
Variables Impact factor t-test Result
coefficient
Environment 0.98 0.99 2.55 Accepted
Colour –0.29 –0.29 –2.77 Accepted
Music 0.01 0.01 0.07 Rejected

Nevertheless, fitness indices obtained for the model tested in Figure 4 show that RMSEA
is acceptable (0.048) in the estimated model; other indices such as CFI, GFI, NFI, NNFI
and AGFI 90/0 are all acceptable (0.90, 0.94, 0.95, 0.92, 0.93, respectively). Therefore,
the goodness of fitness indicates that the data were well fitted to the factorial structure of
this model.
Table 4 Indices of model fitness

Indices NFI NNFI AGFI GFI CFI RMSEA χ2/df

Accepted level ≥ 0.90 ≥ 0.90 ≥ 0.90 ≥ 0.90 ≥ 0.90 ≤ 0.08 5≤
Estimated level 0.95 0.92 0.93 0.94 0.90 0.048 4.5

10 Discussion and conclusions

The first hypothesis of this study was environment has a significant positive effect on the
level of customer loyalty in restaurants and coffee shops of Tehran. Findings showed that
internal and external environments both had a significant effect on customer loyalty of
restaurants and coffee shops in Tehran; given the effect of this variable on customer
loyalty, its effectiveness on the dependent variable was evaluated positive. These findings
are consistent with Kisang and Heesup (2011), Ahmad (2012) and Fatima and Rasheed,
(2012). They focused on positive effects of environmental factors (including
environment, arrangement, music, colour, etc.) on customer satisfaction and thus loyalty,
which is consistent with this result.
The second hypothesis of this study was colour has a significant positive effect on the
level of customer loyalty in restaurants and coffee shops of Tehran. findings showed that
warm colour and cool colour both had a significant effect on customer loyalty of
restaurants and coffee shops in Tehran. Based on these findings, it can be concluded that
the warm and cool colours found to be significant in order to identify the dimensions of
colour for its influence on loyalty; there was also a significant relationship between them
and customer loyalty. These findings are consistent with Ryu and Han (2011) and Koo
and Kim (2013). They focused on positive effects of environmental factors (including
environment, arrangement, music, colour, etc.) on customer satisfaction and thus loyalty,
which is consistent with this result.
 Effect of environment, colour and music on customer loyalty 171

The third hypothesis of this study was music has a significant positive effect on the
level of customer loyalty in restaurants and coffee shops of Tehran. The finding shown
three types of classical music, Persian classic and instrumental music had a significant
effect on customer loyalty of restaurants and coffee shops in Tehran; however, the results
showed that incorporation of these kinds in the form of music had no significant effect on
customer loyalty. Based on these findings, it can be concluded that the three types of
classical, Persian classic and instrumental music found to be significant in order to
identify the dimensions of music for its influence on loyalty; there was also a significant
relationship between them and customer loyalty. However, their effects were not
significant compared with the effects of other variables, which rejects the third
hypothesis. These findings are consistent with Kisang and Heesup (2011), Ahmad (2012)
and Fatima and Rasheed (2012). They focused on positive effects of environmental
factors (including environment, arrangement, music, colour, etc.) on customer
satisfaction and thus loyalty, which is consistent with this result.

11 Practical implications

It is recommended to consider environmental factors such as interior decoration and open

spaces in service environments, such as coffee shops and restaurants in order to provide a
relaxing environment to attract customers.
It is recommended to choose the musical styles used in restaurants and coffee shops
in accordance with internal and external spaces of the service centre.
It is recommended to choose the colours used in restaurants and coffee shops
considering needs of users and type of customers.
It is recommended to play music in accordance with the time of attendance at a
restaurant or coffee shop. Obviously, a kind of music positively influences on the morale
of its clients in a time better than other types of music at the same time.
It is recommended to enhance the quality of service provided to customers in addition
to factors such as colour, music and environment. The lack of quality of service can
reversely influence the positive effectiveness of environment, colour or music on
customers.
It is recommended to discard the marginal costs caused by creation of internal and
external environments and decorations when setting the provided services. These are
considered as factors of competitive advantage for restaurants and coffee shops.

12 Limitation and future research

There are some limitations to this study. Firstly, our study only implementation at Tehran
restaurant and coffee shop and this has limited the scope of the research for generalise. It
is recommended that extend to other city in Iran, other countries. Second, this study
examines the relationships between variables using cross-sectional data; while, customer
loyalty could be an outcome of a long period of time. Second, the influences of the
demographic characteristic have not been analysed in the present study. A similar study
necessary to investigation the demographic characteristics, such as the age and sex for
further study.
172 A. Saffar

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Questionnaire

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The questions

Environment
Internal environment
1 To what extent the overall interior decoration statues of the restaurant
and the coffee shops in Tehran are standard in your opinion?
2 Do you think restaurants and coffee shops in Tehran are equipped with
an open space?
3 Do you think restaurants and coffee shops in Tehran have public
facilities such as toilets and parking?
External environment
4 Do you think restaurants and coffee shops in Tehran have the required
standard for location and geographical situation?
5 Do you think restaurants and coffee shops in Tehran have desired
situation in terms of accessory to public transportation?
6 Do you think restaurants and coffee shops in Tehran have desired
situation in terms of traffic and population density
Colour
The warm colours
7 How much do you get energy from the amount of used red colour on
restaurants and coffee shops in Tehran?
8 How much do you think the amount of used yellow colour on
restaurants and coffee shops in Tehran make you happy?
9 How much do you get passion and joy from the amount of used orange
colour on restaurants and coffee shops in Tehran?
The cold colours
10 How much you will be calm from the amount of used blue colour on
restaurants and coffee shops in Tehran?
11 How much do you get confidence from the amount of used green
colour on restaurants and coffee shops in Tehran?
12 How much do you get tolerance and patience from the amount of used
purple colour on restaurants and coffee shops in Tehran?
 Effect of environment, colour and music on customer loyalty 175

Questionnaire (continued)

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average
Row

high
Low
The questions

Music
Pop music
13 How much do you get energy of the playing pop music in restaurants
and coffee shops in the city of Tehran?
14 How much do you enjoy of listening the playing pop music in
restaurants and coffee shops in the city of Tehran?
15 How much do you like that pop music be played when you are in
restaurants and coffee shops in the city of Tehran?
Classic music
16 How much do you get energy of the playing classic music in
restaurants and coffee shops in the city of Tehran?
17 How much do you enjoy of listening the playing classic music in
restaurants and coffee shops in the city of Tehran?
18 How much do you like that classic music be played when you are in
restaurants and coffee shops in the city of Tehran?
Iranian classic music
19 How much do you get energy of the playing Iranian classic music in
restaurants and coffee shops in the city of Tehran?
20 How much do you enjoy of listening the playing Iranian classic music
in restaurants and coffee shops in the city of Tehran?
21 How much do you like that Iranian classic music be played when you
are in restaurants and coffee shops in the city of Tehran?
Instrumental music
22 How much do you get energy of the playing instrumental music in
restaurants and coffee shops in the city of Tehran?
23 How much do you enjoy of listening the playing instrumental music in
restaurants and coffee shops in the city of Tehran?
24 How much do you like that instrumental music will be played when
you are in restaurants and coffee shops in the city of Tehran?
Loyalty
Cognitive loyalty
25 How much the employees of this restaurant (coffee shop) behave more
honestly rather than to other restaurants and coffee shop in Tehran?
26 How much the services cost is appropriate in this restaurant (coffee
shop) rather than to other restaurants and coffee shop in Tehran?
27 How much the replying speed is higher in this restaurant (coffee
shops) rather than to other restaurants and coffee shop in Tehran?
28 How much the services have higher quality in this restaurants (coffee
shops) rather than to other restaurants and coffee shop in Tehran?
29 How much the services cost is appropriate in this restaurants (coffee
shop) rather than to other restaurants and coffee shop in Tehran?
176 A. Saffar

Questionnaire (continued)

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average
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high
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The questions

Loyalty
Emotional – affective loyalty
30 How much do you feel better to this restaurant (coffee shop) than other
restaurants and coffee shop in Tehran?
31 How much it is possible to go to another restaurant (coffee shop) when
your favoured restaurant (coffee shop) is closed?
32 How much do you feel comfort when you go to your favoured
restaurant (coffee shop)?
33 How much do you enjoy interacting with your favoured restaurant
(coffee shop) than other restaurants and coffee shops?
34 How much, your favoured restaurants (coffee shop) is familiar with
your mental (moods) comparing to other restaurants and coffee shops?
Intentional loyalty
35 How much do you offer your favoured restaurant (coffee shop) to
other people among the restaurants and coffee shops of Tehran?
36 How much it is important for you to put your important meeting
(dates) on your favoured restaurant (coffee shop)?
37 How much do you trust in the superiority of your favoured restaurant
(coffee shop) among the other restaurants coffee shops in Tehran?