Effect of Live Music on Business Performance in Bars: Study of M/Darbnīca Jazz Bar in Riga, Latvia
Zoltnere, Katrina (2026)
2026
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202603043725
https://urn.fi/URN:NBN:fi:amk-202603043725
Tiivistelmä
We are surrounded by music, so it is important to know how it affects both individuals and companies these days. The thesis investigates the impact of live music on bars. The research is based on how a company communicating the core of its essence can differentiate itself and remain significant in a saturated market. The topic was chosen due to the increasing challenge for businesses to stand and because live music has the power to communicate with customers and create memorable experiences. Live music enhances the overall ambience, making it a good subject for further exploration into its business value. The objective of the study is to determine whether live music significantly benefits businesses or if it should be a secondary consideration.
The bar on which the research will be based is a Jazz Bar in Riga, Latvia, where the author has previously seen the effect of music on the business and without it, and will be leveraging existing connections to facilitate the collaboration. The results are expected to provide valuable insights for business owners and managers on how live music can influence customer satisfaction, sales, and overall business performance. The result of the study has the potential to enhance customer experience, improve business outcomes, and contribute to a more dynamic local music scene.
The thesis used a mixed research method. Quantitative data was gathered through surveys targeting the owner of the business and customers, 82 customers were reached, and measuring variables such as sales figures, foot traffic, and customer satisfaction. These metrics were analyzed statistically to identify any significant trends or correlations. Observational data was used as a part of qualitative research that was gathered to assess customer behaviors and atmosphere during live music events. This methodology is best for this thesis to provide a comprehensive understanding of the impact of live music on business environment.
The bar on which the research will be based is a Jazz Bar in Riga, Latvia, where the author has previously seen the effect of music on the business and without it, and will be leveraging existing connections to facilitate the collaboration. The results are expected to provide valuable insights for business owners and managers on how live music can influence customer satisfaction, sales, and overall business performance. The result of the study has the potential to enhance customer experience, improve business outcomes, and contribute to a more dynamic local music scene.
The thesis used a mixed research method. Quantitative data was gathered through surveys targeting the owner of the business and customers, 82 customers were reached, and measuring variables such as sales figures, foot traffic, and customer satisfaction. These metrics were analyzed statistically to identify any significant trends or correlations. Observational data was used as a part of qualitative research that was gathered to assess customer behaviors and atmosphere during live music events. This methodology is best for this thesis to provide a comprehensive understanding of the impact of live music on business environment.