KOREASCHOLAR

In service experiences, customers often look to create their own magic in the service environment, through interaction with other customers, not the producer of the experience (the provider) at all. The current study examines the bar environment, where hedonically-driven service encounter experiences are constructed, not by the provider, but by the social interactions of the consumers of the environment. The study surveys 130 consumers, measuring experiential, situational and social involvement levels in relation to consumption motivation and overall experience evaluation. The research finds that, while bar consumers are likely to be highly socially involved, they still need the company of close friends to become fully involved in the bar service experience. In addition, where atmospheric theory discusses the value of extraordinary or surprising service environments, consumers in the already hedonic bar environment may indeed prefer environments which are simply comfortable and consistent with their expectations (in regard to motivations to consume and overall positive evaluations).

• Lisa McNeill(University of Otago, New Zealand)
• Damien Mather(University of Otago, New Zealand)