Summary
Contents
Subject index
The Handbook is organized in six major sections: The service setting, demand management, service excellence and profitability, service recovery, service relationships, and firm-wide service issues. A unique structural feature of the Handbook is the inclusion of both in-depth chapters as well as shorter, more focused ‘mini’ chapters. This variation enables the book to provide broader coverage through the inclusion of more topics.
Services as Theater: Guidelines and Implications
Services as Theater: Guidelines and Implications
Yogi Berra, philosopher and baseball great, once said “you can observe a lot just by watching.” When customers enter a service organization, they are likely to observe a number of things: service workers scurrying about creating the service product, the ambience of the service establishment, the other customers sharing the service setting, and the acumen with which the service is enacted. In Yogi Berra's terms, by simply watching, service customers observe a theatrical performance. The dimensions of actors, audience, setting, and performance create the customer's service experience, just as at a theater play.
Services are theater. Services provided by restaurants, banks, airlines, hospitals, hotels, and many other service providers are easily ...
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