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An investigation into the influence of situational components in hospitality retailing

O'Mahony, G. Barry, Hall, John, Binney, Wayne and Hede, Anne-Marie 2004, An investigation into the influence of situational components in hospitality retailing, in Virtue in marketing : proceedings of the Academy of Marketing Conference, 6-9 July 2004, University of Gloucestershire Business School, University of Gloucestershire Business School, Cheltenham, England, pp. 1-15.

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Title An investigation into the influence of situational components in hospitality retailing
Author(s) O'Mahony, G. Barry
Hall, John
Binney, Wayne
Hede, Anne-Marie
Conference name Academy of Marketing. Conference (2004 : Cheltenham, England)
Conference location Cheltenham, England
Conference dates 6-9 July 2004
Title of proceedings Virtue in marketing : proceedings of the Academy of Marketing Conference, 6-9 July 2004, University of Gloucestershire Business School
Editor(s) Davis, Barry
Dermody, Janine
Publication date 2004
Conference series Academy of Marketing. Conference
Start page 1
End page 15
Total pages 15
Publisher University of Gloucestershire Business School
Place of publication Cheltenham, England
Keyword(s) situational influences
atmospherics
theme pubs
inanimate environment
contact personnel
Summary Although the importance of situational influences on consumer behaviour has been recognised for some time, little research has been conducted into their effects in hospitality retailing. Over the past decade the Irish theme pub sector has enjoyed extensive growth, which recent studies attribute to the situational components inherent within the environment. This study sought to identify and evaluate the situational components that influence consumers within Irish theme pubs and to gauge the influence of each of the dimensions of an established situational model on customer behaviour among gender and age cohorts. A three phase, mixed method research design was used and respondents were selected from six Irish theme pubs in Melbourne. The study found that both physical and social situational components have a significant influence in attracting, serving and satisfying the needs of consumers.
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ISBN 1861741480
9781861741486
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009646

Document type: Conference Paper
Collections: Higher Education Research Group
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