The importance of sound in customer loyalty: what studies show

Music in a professional establishment is rarely seen as a strategic lever. It is viewed as an element of comfort, a pleasant “plus” but incidental.
Yet, studies in neuromarketing and environmental psychology tell a different story: the sound environment is one of the most influential factors on customer perception and behavior.

What studies measure

Several academic studies have shown that background music directly influences the perception of service quality, time spent on-site, memorization of the experience, and the likelihood of returning.
A study by the University of Leicester showed that spa customers stay an average of 15 to 20% longer in relaxation areas when the music is adapted to the time and place.

The psychological mechanism

Sound creates an emotional anchor. The customer unconsciously associates the sound environment they heard during their treatment with the feeling of well-being they experienced.
Later, if they revisit this memory or hear a similar atmosphere elsewhere, the positive emotion is revived. This is why an establishment with a strong sound signature is better remembered and more often recommended.

What doesn’t work

Generic music that the customer has already heard 100 times elsewhere does not create a distinctive anchor. Playlists without an identity fragment the experience. Silence amplifies background noise and stress instead of reducing it.

What works

A consistent and recognizable sound signature from one visit to the next. A gradation between spaces that creates a sensory journey. Flawless audio quality. A measured update of content for regular customers.
Sound does not replace a good treatment. But it can transform a good experience into a memorable one, which the customer remembers and recommends.