Music to the ears? The correlation between classical musical styles, repertoire sequence and audience satisfaction in service environments

Purpose Research in service environments has primarily examined how specific musical elements, such as tempo, rhythm and complexity, influence customer experiences. However, less attention has been given to how classical musical style, categorized by composition period and the sequential arrangement of musical styles impacts consumer satisfaction. Addressing these gaps, this study aims to examine how classical musical style and sequence is correlated with customer satisfaction during service delivery, with a focus on primacy and recency effects. Design/methodology/approach The study employed a correlational design based on surveys administered to 1,028 audience members immediately following 26 live classical concerts, in which classical music was strategically sequenced. Findings Romantic music (composed between the years 1820 and 1900) was associated with higher customer satisfaction, particularly when positioned during the middle or closing stages of the service period. Modern music (composed after1900) placed at the beginning of the sequence enhanced satisfaction, aligning with the primacy effect. Baroque music (1600–1750) at the end was associated with lower satisfaction. Practical implications The findings emphasize how service managers can leverage specific musical styles and strategic sequencing to optimize customer satisfaction, with emotional engagement discussed as a theoretical mechanism rather than an empirically measured construct. Originality/value This research addresses the strategic use of classical music in service settings, highlighting how the sequencing of musical styles can serve as a tool for enhancing customer satisfaction during service delivery.