Efeitos dos estímulos sonoros musicais sobre a percepção da satisfação do consumidor na Art's Burguer

Abstract

This study aims to analyze the effects of musical sound stimuli on consumer satisfaction perception at ART’S BURGUER, located in São Vicente, Rio Grande do Norte. The research sought to identify the socioeconomic profile of the clients; assess customer satisfaction in the presence of musical stimuli; and evaluate satisfaction in the absence of such stimuli. Methodologically, it is classified as exploratory, descriptive, and quasi-experimental, with both quantitative and qualitative approaches. The population consisted of clients from Art’s Burguer, using a non-probabilistic convenience sampling method. The final sample included 79 participants—39 in the control group and 40 in the experimental group (exposed to musical stimuli). The results robustly demonstrate that the presence of background music played a fundamental role in shaping the customer experience. Music not only positively influenced subjective evaluations of sensory aspects such as ambiance, physical comfort, decoration, and overall atmosphere, but also extended its effects to objective dimensions of service quality—reflected in perceptions of efficiency, agility, and even cordiality. Thus, music, as a tool of sensory marketing, significantly contributes to value creation for consumers, enhancing their satisfaction and encouraging brand loyalty.