In a service environment, Grove and Fisk (1997)1 discovered that the
presence of other customers has an impact on one’s own experience. For
instance, if other customers are friendly and children are around,
customers typically enjoy a better experience in a service
encounter. Jones (1999)2 focused on shopping, defining an experience as
‘entertaining’, based on factors that are ‘fun’ and ‘pleasurable’. The
researcher discovered the following ‘customer factors’: