Abstract
The purpose of this thesis was to explore the role, processes and functions associated with the creation of an atmosphere in the unique service environment of a bar. This exploratory research began with a literature review chronicling the rise of services marketing as a distinct discipline and the theories and research which helped to propel this distinction. Utilising prior research into servicescape identified by Bitner (1992) and further expanded upon by others including Rosenbaum and Massiah (2011), a framework for analysis of the service environment inherent in bars was developed. Qualitative research was undertaken and seven in-depth interviews were conducted (along with a survey equivalent) with bar owners and operators to gather primary data concerning the role that the atmosphere may play in influencing behaviour and acting as a value proposition in the service environment. The information gathered was then thematically analysed and along with personal experience in the capacity of an employee and manager of bar these results were related to extant marketing theories to aid in their understanding. The atmosphere of a bar was identified as the key value proposition of the service environment. The atmosphere was identified as being composed of a number of elements which could be identified as operand and operant resources, these resources/elements could be either tangible or intangible. The importance of the consumer as a co-creator of value was identified, as the atmosphere was identified as a value proposition which without consumers acting upon it as an operant resource held no actual value. Thus the service environment conformed to S-D logic in that all value is co-created as value-in-use/value-in-experience. The creation of value in the service environment was identified as resulting through a complex system, whereby multiple elements had multiple interactions to produce an overall, holistic value proposition of the atmosphere which could then be experienced by the consumer. Furthermore the complex nature of the service environment meant that through multiple interactions operand and operant resources could provide value in several different forms, an occurrence not previously explored by previous servicescape literature. This research provided further insight into the complex system processes involved in atmospheric creation and its importance as a value proposition and influencer of behaviour in bars service environment. It has also offered further insight into the interrelated, interdependent, and holistic nature of an atmosphere and how all elements can affect value-in-use through this. Furthermore the consumer can be identified as key operant and operand resource involved in atmospheric creation to influence the potential value proposition for themselves and others in the service environment.