Earticle

초록

영어

In today's competitive hospitality industry, creating a unique and memorable customer experience is crucial for success. Among various sensory elements, music plays a pivotal role in shaping the ambiance of a venue, particularly in themed restaurants such as Hard Rock Cafes. These establishments are renowned for their distinctive musical atmosphere, which is integral to their brand identity. However, the extent to which music influences customer satisfaction within these settings remains underexplored. This study seeks to bridge this gap by examining the impact of musical ambiance on customer experiences at Hard Rock Cafes worldwide. Through the innovative application of data mining techniques on customer feedback, this research provides valuable insights into the intersection of music and customer satisfaction in the hospitality sector. This study examines the influence of music on customer satisfaction at Hard Rock Cafes worldwide. Utilizing data mining techniques on Google Reviews, the research analyzes how the musical ambiance affects guests' experiences. By employing R for data cleaning, thematic analysis, text frequency, and text clustering, along with UCINET for semantic network analysis, the study uncovers significant themes and patterns in customer feedback. The findings provide insights into the role of music in enhancing customer satisfaction, offering strategic recommendations for optimizing musical environments in hospitality settings. This research contributes to a better understanding of sensory marketing in the hospitality industry and underscores the importance of culturally sensitive musical customization to improve service quality.

목차

Ⅰ. Introduction
Ⅱ. Literature Review
2.1 Consumer Behavior in Hard Rock Café
2.2. Sentiment Network Analysis Using Text Mining
Ⅲ. Methodology
3.1 Research Design
Ⅳ. Result
Ⅴ. Conclusion
References

저자

• Nguyen Phuoc Phat Thinh [ Master Student, Dept. of Global Hospitality Management, Kyungsung University ]
• Ban Hyun-Jeong [ Assistant Professor, School of Global Studies, Kyungsung Univerity ] Corresponding author

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