The Combined Effect of Color and Music on Customer Satisfaction in Hotel Bars

The present study explains how ambience is strongly linked to customer satisfaction in hotel bar servicescapes. The requirement of matching elements of the servicescape to the needs of the consumer is indicated by Gestalt theory. Data were collected in an experimental setting designed to examine if a Gestalt situation will have a more positive effect on an individual's satisfaction than a non-Gestalt situation; arousal being the moderator. Results indicate that individuals with low arousal are more satisfied in a nonGestalt (tranquil) bar than in a Gestalt (dynamic) bar. Our findings suggest that bar service providers should adopt novel or unique colors and music that fit with the purpose of their bar atmosphere to enhance customers' arousal level because individual arousal will then moderate customer satisfaction evaluation.