SATISFACTION FORMATION AND TYPOLOGY OF BAR CUSTOMERS

Abstract

The main purposes of this study is to identify the service features that determine overall customer satisfaction in the entertainment industry and to suggest a satisfaction-based typology of bar customers depending on their loyalty status. The research questions were examined using a sample of 1,263 multinational bar customers in Greece. Exploratory and confirmatory factor analysis coupled with cluster analysis were used to examine the extent to which elements of satisfaction may be identified and combined with loyalty rankings to segment the bar market’s customers. The results showed support for both hypotheses and confirmed that interactive and physical elements are antecedents of customer satisfaction. Moreover, results found that bar customers may be segmented into four distinct groups (enthusiastic, apathetic, peripheral and kinetic). The bar managers may better address their customers’ requirements by choosing whether to invest in refurbishing the establishment or better train their personnel to maximise patron satisfaction and loyalty.