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Hospitality Management. Aspects of external customers on the night club business.
The nightclub industry is a highly competitive and consumer driven market that focuses on client centric services such as top shelf alcohol and VIP lounge private entertainment. Consumers of the night club vary as much as the type of night club venue varies. Some night clubs offer a VIP lounge while others do not. In fact, the majority of night clubs actually are dance clubs but are within the night club category as they attract the same clientele.
Men and women frequent night clubs and according to Moss, Parfitt, & Skinner (2009), expect perhaps different amenities or experiences that are gender specific. "It (research) suggests that an understanding of the gendered nature of place and the differing preferences of men and women can assist businesses in shaping their product and services around the needs of their customers. In Phase 1 of the research, purposive sampling examined men and women's attitudes to the servicescape and offerings...
The results highlight differences as well as similarities, in terms of the importance to men and women of various elements of the servicescape and service offering." (Moss, Parfitt, Skinner, 2009)
Additionally, according to Moss, Perfitt, & Skinner (2009), "In a saturated and competitive marketplace, these findings can assist mainstream venues within the late-night economy improve their competitive position. They can do this by isolating elements that are gendered, thereby providing the venues with the opportunity to deliver service offerings that match these preferences and expectations." (Moss, Perfitt, Skinner, 2009)
Night clubs require an unconventional marketing framework that is necessary to differentiate the club from others and sometimes necessary to create a sense of exclusivity. Additionally, night clubs take on a personality of the type of consumer that patron the club. On certain nights, a venue may be offered and these venues then become a popular engagement…
References
Goulding, C. & Shankar, A. 2004, Age is just a number: Rave culture and the cognitively young "thirty something," Emerald Group Publishing, Limited.
Losekoot, E., Ruud, v.W. & Wood, R. 2001, Conceptualising and operationalising the research interface between facilities management and hospitality management, Emerald Group Publishing, Limited.
Moss, G.A., Parfitt, S. & Skinner, H. 2009, Men and women: Do they value the same things in mainstream nightclubs and bars?, Palgrave Macmillan.
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