A Little More Noise and a Little Less Conversation? Ambient Noise in Restaurants

Abstract

The purpose of this exploratory study is to expand the current literature on servicescapes by examining the total noise environment in restaurants. Its goal is to gain an understanding of restaurant customers' expectations and preferences for background noise and to determine whether demographic variables, especially age, affect these preferences. The researchers surveyed guests at one casual restaurant in the southwestern United States. The results showed that guests were satisfied with the overall noise and music levels, which, as measured by decibel level, were in the acceptable range. There were significant differences in guests' perceptions of noise in both typical restaurants and this specific restaurant based on both age and education levels. Restaurant managers can use these findings to determine the noise levels most appropriate for their target markets.