Customers′ experience of service encounters remains an area blessed with a rich folklore but little fundamental understanding. Reports on a pilot study for an exploration of women′s experiences of public houses, which used idiographic methods on a small sample of middle‐class women: role...

Using two complementary ideographic approaches, investigates the impact of the servicescape on women′s experience of the public house service encounter. Preliminary findings from both the focus group and the in‐depth interviews conducted indicate that women perceive their desired pub...