Polish Nightclubs and Bars: Management Insights Into What Customers Really Want

Zusammenfassung

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This research aims to analyse the needs of nightclub and bar customers from emerging and developing Polish market by examining customer preferences towards the servicescape and service offerings provided by such venues. Purposive sampling was used to establish two focus groups within the industry's main target market age group. This data was then subjected to a frequency analysis in SPSS in order to identify those elements that were most preferred by the majority of respondents in Poland. Our findings point to the significant preferences of Polish club-goers, indicating importance of various elements of the servicescape (e.g. gender of clientele, security, seating, location of dance floor and service offering) in influencing customer decisions to enter a venue.

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Auszug

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Polish Nightclubs and Bars: Management Insights Into What Customers Really Want

Background

The overwhelming majority of the research into late-night economy has so far been concentrated on the British pub industry. Although there are other studies into the issues under investigation in this paper, these are both "limited and scattered" (Heide/Gronhaug 2006:271). Previous authors have explored elements such as the structural changes within that industry (Knowles/Egan 2002; Knowles/Howley 2000; Pratten/Scoffield 2002; Pratten 2003 a; Pratten/Scoffield 2003), smoking policies (Lambert 2006; Mykletun/Furunes 2005; Pratten 2003b), general issues relating to the servicescape (Heide/Gronhaug 2006; Jones et al. 2003; Clarke et al. 1998), general pub management (Pratten/Lovatt 2003), efforts to promote responsible drinking (Pratten 2007a), the policing of anti-social behaviour (Jones et al. 2003; Barclay/Thayer 2000) and the implications of shifting demographics on the pub atmosphere preferred by men and women (Schmidt/Sapsford 1995a; Schmidt/Sapsford 1995b). The link between atmosphere and service quality in hospitality settings has long been recognised, but due to the limited research in this area, Heide and Gronhaug (2006:284) assert that "there is need for researchers to seize the moment and further explore the role of atmosphere in hospitality settings".

This paper therefore addressed this gap in the research. As there is little in the extant literature on management issues relating to the late night economy in Poland, we draw parallels from the well-researched British hospitality industry i...

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