Correspondence: Gloria A. Moss, Bucks New University, Chalfont Campus, Gorelands Lane, Chalfont St Giles, Buckinghamshire HP8 4AD, UK. E-mail: Gloria.Moss@bucks.ac.uk

¹is a senior lecturer at Bucks New University and Visiting Professor at the Ecole Superieure de Gestion in Paris. She combines a background in HR – she was Training Manager with Eurotunnel and other bluechip companies – with a fresh approach to segmentation marketing.

²is a lecturer at Glamorgan Business School and his main research interests lie in the development and maintenance of competitive advantage within the late-night economy. His leisure industry experience informs his teaching into leisure operations and event management.

³specialises in the marketing of services and other contemporary issues in marketing. She is a Member of the Academy of Marketing and neuro-linguistic programming practitioner with wide practical marketing experience.

Received 18 September 2008; Revised 18 September 2008.

Abstract

This paper explores whether young men and women, the main target market for mainstream nightclubs and bars, have similar or different preference priorities in respect of a first and subsequent visit to these venues. It suggests that an understanding of the gendered nature of place and the differing preferences of men and women can assist businesses in shaping their products and services around the needs of their customers. It suggests that this can be done through a study of preferences and expectations for price and non-price mechanisms of differentiation. In Phase 1 of the research, purposive sampling examined men and women's attitudes to the servicescape and offerings by mainstream nightclubs and bars. In Phase 2 of the research, the emerging themes were tested using quantitative data gathered by means of a questionnaire. 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. 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 the elements that are gendered, thereby providing the venues with the opportunity to deliver service offerings that match these preferences and expectations.