Using atmospheric elements in service retailing: understanding the bar environment

Abstract

Purpose In retail environments, the atmosphere communicates to consumers through non‐verbal channels, impacting on their beliefs about a product, a service or the way in which a service is provided. The current paper explores the bar environment, and the use of atmospherics by managers as well as responses to atmosphere by consumers, Design/methodology/approach The research takes a qualitative approach, utilising focus groups with consumers, and in‐depth interview with bar managers to assess the use and importance of atmospheric elements in the bar environment. Findings The findings suggest that managers and consumers want the same things from the bar environment. However, parties are divided as to the best way of achieving this. Research limitations/implications The research is limited to a sample of bars in one city. However, implications for bar retailing in general can be drawn from the observations by customers and managers. Practical implications The study provides confirmation that atmospheres have the ability to creative positive emotions and behaviours. The results also highlight areas where atmospherics can not only be used to attract more patrons, but also to allow managers to reflect on their atmosphere creation practices. Originality/value Research into atmospherics in service and retailing is still limited, with specific studies of unique environments' aspects required to further our knowledge of the part that atmospheric elements play in the success of these settings.

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