Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events

This study examines the comparative effects of physical and social atmospherics in a hedonic service context. This article focuses on other customers as the social factors in the service environment and distinguishes three dimensions: density, appearance, and behaviour. The main purpose of this article is to highlight the relevance of other customers as the atmospheric factors of the servicescape. The findings of our empirical study suggest that in addition to the perceived physical properties, favourable perceptions of other customers -- particularly, their behavioural patterns -- exert a strong positive influence on favourable overall affective responses. These responses, in turn, have a positive impact on customers' on-site spending and positive word-of-mouth behaviours.