The study that has been conducted is regarding the entertainment industry and research will seek to answer many questions regarding what are primary and secondary influences for people over the age of twenty-one to go to clubs in the Chicago-land area. It is advantageous for those operating these facilities to have an understanding of what attracts their patrons because the club business is cyclical, and the life span of a particular club can be very short lived and it is essential to recognize what is profitable in order to exploit opportunities immediately to increase profits. It will be suggested from the pilot study that the main contributor to club attendance is positive word of mouth. Furthermore, main components of word of mouth are components of a club's service and employees.

Another technique cited used to keep a club current is to change names, even though the same owner still owns it. Also, changes in the decor to fit with changing styles, is another technique used to update or change the club atmosphere. Club attendees quite often voice complaints regarding long lines, but the mangers said that the long lines are unavoidable and a necessity to create demand. When a nightclub has long lines its shows that it is very popular, or at least it gives the appearance it is, managers stated to us. Long lines show that a club cannot handle the demand because of excess demand. Long lines are assumed by the public as a show of desirability to be in a given club. The managers also told us that the longer that a line is kept outside their establishment, the greater demand that is generated, even on the same evening.

Ho: Positive word of mouth does not contribute to club attendance

Secondary data collection coupled with exploratory research in the form of a pilot study, have shown key contributing factors to selection of clubs. Some of the empirical data collected in the pretest shows that positive word of mouth is a main contributor to the selection of a club. Also, the overall experience, for example music and service in the club, has been shown to be generators of positive word of mouth. It is hypothesized that word of mouth is the key factor in driving new traffic and maintaining core customers. Main elements that contribute to this factor are service and costs incurred in upon attendance in the club.

Ha: Positive word of mouth does contribute to club attendance

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Approximate Word count = 1133
Approximate Pages = 5 (250 words per page double spaced)