Summary
Contents
Subject index
In this book leading scholars and practitioners present the latest research and theory in customer satisfaction and services marketing with a wealth of stimulating ideas. Topics discussed include: the measurement of the managerial impact on service quality improvement; new methods of assessing the various elements of service quality; and philosophies of the nature of customer value. The diverse viewpoints of the contributors reveal the variety of emerging ideas on the subject of service quality.
Managing Services when the Service is a Performance
Managing Services when the Service is a Performance
In the instant of delivery, all services are staged performances. Producers and marketers of services, accordingly, have the many resources of dramatistics at their command to amplify the sense consumers make of service encounters. This chapter examines how audiences judge a staged performance to be a success or a failure. The result is a revised conception of service quality. In particular, satisfaction depends on involvement. The chapter explores how to use involvement to heighten the consumption experience and concludes with prescriptions for managing services as performances.
Performances present marketers with some unfamiliar problems. Whenever transactions involve doings of actors rather than possession of objects, as ...
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