This paper aims to give a wider understanding of what customers really want from first and subsequent visits to mainstream city centre nightclubs and bars by examining customer attitudes to various aspects of the services arena 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 qualitative data were analysed from a grounded theory approach in order to identify the emerging themes that were then tested by quantitative data gathered by means of a questionnaire in phase 2 of the research. These data were then subjected to a frequency analysis in SPSS in order to identify those elements that were most preferred by the majority of respondents.
Findings point to the relative importance of various elements of the servicescape in influencing customer decisions to enter a venue for the first time, and also to the relative importance of factors which prompt subsequent visits to a venue.
In such a saturated and highly competitive marketplace these findings can assist mainstream venues within the late night economy to improve their competitive position by understanding and then providing what customers really want.
Although there is much services marketing literature on the relevance of the servicescape and the importance of service quality, this paper attempts to ascertain which factors are truly key in customer decision‐making, and in which order each element of the service is rated by the industry's key target market.
