Abstract
Purpose
The importance of music in the advertising industry has been long established and is well known to induce consumer emotion, enjoyment, attention and recall. This research aims to develop this positive association theme by investigating whether the type of music played in studio classes would have any impact on the loyalty attitudes of young health and fitness club members toward classes and their service provider.
Design/methodology/approach
This study was exploratory in nature and thus employed a qualitative research methodology were 18 in‐depth interviews were conducted. A non‐probability, judgment sample of 16‐24 year old health and fitness club members who had a particular interest in studio classes was conducted.
Findings
The findings indicated that young health and fitness club members were music conscious and that current studio class music was considered by respondents to be standardised. Furthermore, incorporating different music genres in classes can act as a point of consumer differentiation between service providers, therefore, resulting in higher levels of customer loyalty.
Research limitations/implications
As the research is based on a non‐probability sample, the findings of this paper need to be considered with caution. However, the research may provide some insight or inspiration for future researchers to develop, and or, replicate the findings in order to produce generalisations on the role that music in studio classes can play in developing young consumer loyalty.
Originality/value
This paper takes the mutually exclusive bodies of literature in music and advertising, and customer loyalty and examines them together in a way that seeks to gain insight into loyalty in young consumers. As a result this paper is unique in this sense.