Author(s): Nourouzi, N.
Today, many marketers believe that an attractive environment can contribute significantly to customer satisfaction. Consumers have special needs and goals and refer to the environment to meet their needs timely and adequately. Music is one of the effective components in designing a suitable environment. The present study aimed to investigate the impact of music on customers’ reactions to waiting for services. The statistical population of this research consisted of all customers of hyperstar stores in Tehran province. The study used simple random sampling, and the sample size was 384 due to the unlimited population size. The method used in the study was correlational, applied, and survey. Structural equations analysis was used in AMOS software to analyze the relationships between the research variables. The results confirmed the relationship between emotional evaluation and time perception with music, time perception and emotional response with emotional evaluation, and also emotional response and time perception with purchase intention.