Perceived Background Music impact on Customer Loyalty Change in Recreational Dining

Recreation is an emotional condition within an individual human being that flows from a feeling of well-being and satisfaction. The increasing number of working women nowadays and time-saving, eating healthy foods in a good environment also contributes to eating out habits. Contended eating out at the restaurant with good ambiance and atmosphere not only creates different dining experiences but developed social interaction among the customers. As well as background music that is used by fast-food restaurants is the key component for different purposes. This research explores how perceived background music impact on customer loyalty changes in recreational dining. The current study base on an inductive research approach and based on primary and secondary sources of data. which will be collected through the mixed method: qualitative and quantitative data.The random sampling method used to collect data by using questionnaires. The content analysis method applied to analyze qualitative data. And this research based on the quantitative data analysis method of SPSS Amos (confirmatory factor analysis). This study expects to find out to determine the impact of perceived background music and customer loyalty change through Path Analysis.The perceived background music, customer satisfaction, and customer loyalty change pathway were most customer loyalty change intention occur through customer satisfaction through perceived background music. It is the best path to the analysis. Accordingly, this research suggests that further how to do Cognitive Response and behavioral response influences the impact of customer loyalty change on perceived background music.