Issues of gender and servicescape: marketing UK public houses to women

Abstract

Using two complementary ideographic approaches, investigates the impact of the servicescape on women′s experience of the public house service encounter. Preliminary findings from both the focus group and the in‐depth interviews conducted indicate that women perceive their desired pub experience as diametrically opposite to that provided by the traditional male‐dominated pub. In the latter, barriers to enjoyment arise from the dynamic interplay between the physical environment and the behaviour of staff. The latter, unless carefully managed, can act as reinforcement of the behaviour of other established male customers, whose actions have the effect of signalling to women that they are unwelcome. These barriers are seen to be particularly strong on entry, when getting served and when being seated. Explores how publicans can make use of these crucial stages and shape the servicescape to facilitate a more satisfactory encounter, thus enhancing loyalty among female customers.

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