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The starting point of this paper is the will to understand the attending reasons of our respondents. The in-depth interviews revealed an interest in more than one aspect of a jazz venue: not only the artists but also the physical environment and the atmosphere (a little percentage was interested in aspects different from those). To start to understand and apply the PAD model, we needed to elaborate the data that come from the questionnaires and after that to conduct, with the support of SPSS, factor analysis on atmospherics and emotions. The results were then used to see “How do atmospherics influence the perception of emotions?”, “How do perceived emotions influence clients’ behavior?”, “Do atmospherics also have an effect on behavior?”. Based on the results of the regressions related to the PAD and some further analyses, we concluded our research with some managerial advice that can be useful to the owner of the place in order to exploit the effective potential of Salumeria della Musica.
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LOCATED IN VIA ANTONIO PASINETTI 2 (MILANO SUD)
AT LEAST 5 DAYS A WEEK THEY OFFER UNIQUE CONCERTS, WHERE ALL OUR SENSES ARE INVOLVED IN A PARTICULAR WAY.
LA SALUMERIA DELLA MUSICA IS INTERNATIONALLY KNOWN FOR JAZZ NIGHTS.
IN 1996 IT WAS CONSIDERED BY THE PRESS THE BEST JAZZ CLUB IN MILAN AND ONE OF THE BEST IN EUROPE.
JAZZ Nights
SUCCESS FACTORS:
PARTICULAR AND UNIQUE ATMOSPHFERE
ACOUSTIC RESEARCH
HIGH QUALITY OF ARTISTIC SCHEDULING
Salumeria
Unique atmosphere
Quality of music
JAZZ Nights
PROBLEM Definition
DO PEOPLE GO TO SALUMERIA BECAUSE OF THE ATMOSPHERE OR BECAUSE OF A SPECIFIC
ARTIST?
HOW DO ATMOSPHERICS INFLUENCE THE PERCEPTION OF EMOTIONS?
HOW DO PERCEIVED EMOTIONS INFLUENCE CLIENTS’ BEHAVIOR?
DO ATMOSPHERICS ALSO HAVE AN EFFECT ON BEHAVIOR?
General RESEARCH
BASED ON PREVIOUS RESEARCH WE ASSUME THAT:
• PEOPLE GO TO LISTEN TO LIVE MUSIC EITHER BECAUSE THEY ARE INTERSTED IN THE
ARTIST PERFORMING/ MUSIC OR BECAUSE OF PERSONAL AND SOCIAL CONSIDERATIONS
• THE MAIN MOTIVATION OF PEOPLE TO ATTEND A MUSIC FESTIVAL IS THE MUSIC ITSELF
• LISTENER’S LEVEL OF ANITICIPATION FOR A CONCERT, THE PLAYERS’ APPARENT
ENGAGEMENT, THE REPERTOIRE AND QUALITY OF THE PERFORMANCE ARE THE MAIN
FACTORS TROUGH WHICH ENJOYMENT IS INFLUENCED BY THE VENUES EXPERIENCE
• THERE IS A DISTINCTION BETWEEN HIGH AND LOW CULTURE
• THERE IS A DISTINCTION BETWEEN FANS AND CONSUMERS
QUALITATIVE Research
WEBSITE & VISIT TO THE VENUE
INTERVIEW WITH THE OWNER
IN-DEPTH INTERVIEWS
PARTICULAR AND UNIQUE ATMOSPHERE
ACUSTIC RESEARCH
HIGH QUALITY OF ARTISTIC SCHEDULING
IMPORTANCE OF THE QUALITY OF MUSIC
FOOD AND BEVERAGES ARE IMPORTANT BUT ARE NOT THE ELEMENT THAT BRINGS PEOPLE TO THE VENUE
NOT A FASHIONABLE PLACE
NEW AND FIXED AUDIENCE
A SAMPLE OF TWO GROUPS:
• THOSE WHO HAVE BEEN TO THE VENUE
• THOSE WHO HAVEN’T
LADDERING METHODOLOGY
IN-DEPTH INTERVIEWS
SURVEY
• REASONS FOR ATTENDING A JAZZ NIGHT
• FEATURES OF THE PERFECT JAZZ PLACE RELATED TO THE ENVIRONMENT
• FEATURES OF A JAZZ NIGHT ATMOSPHERE
• EMOTION-RELATED QUESTIONS
SECTIONS:
• DEMOGRAPHICS
• ATMOSPHERIC SECTION
• EMOTION SECTION
• BEHAVIOR SECTION
119 SURVEYS
QUALITATIVE Research
QUANTITATIVE Research
103 SUBJECTS
DESCRIPTIVES OF THE SAMPLE:
GENDER – WELL BALANCED
• AGE
• EDUCATION
• OCCUPATION36%
27%14%
23%
Occupation
employee self-employedunemployed student
College High School
Middle school
None0
102030405060
Highest education title
Less than 29 30-39 40-50 More than 50
0204060
Age
QUANTITATIVE Research DO PEOPLE GO TO SALUMERIA BECAUSE OF THE ATMOSPHERE
OR BECAUSE OF A SPECIFIC ARTIST?
DO PEOPLE LIKE SALUMERIA?
38%
21%
26%
15%
Motivation for attending Salumeria
Artist
Atmosphere
Both artist and atmosphere
Other elements 93%
7%
Like Salumeria
YesNo
QUANTITATIVE Research
FACTOR ANALYSIS:
FACTOR ANALYSIS OF ATMOSPHERICS
F1: Pleasurable and arousing F2: Alternative/unconventional F3: Musical/artistic quality F4: Bar/restaurant service quality F5: Physical architecture/interior designF6: Social relations developmentF7: Affordability
FACTOR ANALYSIS OF EMOTIONS
Factor 1: PLEASURE (high loadings on Pleasurable; Quiet/Relaxing; Comfortable; Sociable)
Factor 2: AROUSAL (high loadings on Aroused; Willing to experience; Satisfied)
Factor 3: DOMINANCE (high loadings on Fashionable; Useful; Dominant)
QUANTITATIVE Research
REGRESSION:
Managerial ADVICE
DO YOU LIKE SALUMERIA? FEELING AROUSMENT: WHO DOES?
Carried on a further regression to see the effect of the factors for emotions that we identified during our analysis, in order to better understand how these emotions influence if clients “like” or not the Salumeria
Investigated what target is most likely to be “aroused” when coming to Salumeria
Managerial ADVICE POTENTIAL OF SUCCEEDING IN DRAWING A
YOUNGER AUDIENCE
PUT EFFORTS ON INCREASING THE EXPERIENTIAL SATISFACTION
IMPROVE THE ATMOSPHERE AT THE PLACE IN GENERAL, MAKING IT MORE UNIQUE THUS BEING ABLE TO SUSTAIN THE INTEREST OF THE VISITORS
MAKE THE PLACE MORE TRENDY AND FASHIONABLE
PROVIDE HIGHER QUALITY OF SERVICES
OTHER: INCREASE THE NUMBER OF ARTISTS OFFERED, MORE INTIMATE ATMOSPHERE FOR SOME JAZZ NIGHTS, BETTER LOGISTIC AT THE ENTRANCE
PAD - REGRESSIONS + ADDITIONAL REGRESSIONS
