Corporate identity is developed from internal resources and represents a starting point for building corporate image, which aims to create an organisation's personality through preferences and positive attitudes. Service organizations dedicate special attention to the physical service environment, because it is becoming part of the service and its function is to replace an intangible service and manage the perceptions of service users. Music is considered the most prominent element of the ambience of the physical environment. This doctoral dissertation researches music, which is congruent with the characteristics of corporate identity, and its influence on creating the perception of corporate image and the perception of physical environment. Corporate identity is explored through semi-structured in-depth interviews with managers and decision makers, based on established theories, and through non-participant observation. Qualitative research data was processed using emergent coding and categories were established following preliminary evaluation of the data. Through operationalization, the attributes of corporate identity emerging from qualitative research data were used to develop congruent music. Quantitative disguised research was then conducted through field experiments on two independent samples. By changing congruent and incongruent music, one null hypothesis, two main hypotheses and seven auxiliary hypotheses were tested using the PLS-SEM method. Research was carried out on the example of two hotel organizations in which 510 properly filled-in questionnaires were collected. Research results clearly indicate that if a service organization selects and develops music that is congruent with the attributes of its corporate identity, such congruent music has a positive effect on creating perceptions of the physical environment and perceptions of corporate image. This paper contributes to the existing knowledge in the field of corporate identity, the physical environment of service organizations and corporate image by creating a link between corporate identity and corporate image based on the possibility of building a holistic impression of the overall organization through music and the possibility of using music as a medium in conveying corporate identity attributes, and through the conceptualization of measurement scales for physical environment perception and corporate image perception, and the impact of congruent music on physical environment perception and corporate image perception.