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Grove and Fisk ¡]1983¡^ had used the noun and idea of drama performance in the theater to compare the offering of service, such attendants as known as performer, customers as known as audience, and separate the front and back stage of service encounter clearly. At the same time, they offer the structure to easily understand the process of the wholly service contact and to help estimate the influence of each important link of service contact. So, this research focused on ¡§perceived value¡¨ of customer experiences through which, the ¡§visualized service backstage¡¨ in the service contact promotes the interaction of consumers and suppliers. Moreover, this study used the involvement of the back stage information and attention of attendants¡¦ appearance to moderate consumer experiences. The results showed that ¡§visualized service backstage¡¨ has positive influence on ¡§perceived value¡¨ with different levels, and customers have more consciousness on ¡§experience value¡¨. Actually the service with ¡§visualized service backstage¡¨ can really improve customers¡¦ perceived value. It not only can strengthen consumers¡¦ experience value, but also promote other different values of consumers. In fact, if service providers can use this advantage to create more perfect service performance by which the front stage and the back stage fully support. And it could bring to people more different service value than others. In addition, through the analysis of this study and real practices, it can help the service providers understand which value is the key factor to be attention for offering visualized service backstage.

The Critical Factors of Service Encounter satisfaction: Research on Restaurant Industry Author: Shao-Feng Chao Advisor: Dr. Yi-Heng Chou Abstract According to Directorate-general of Budget Accounting and Statistics Executive Yuan¡¦s survey of commerce and service industries in 1996, the statistics showed that the weight of Taiwan¡¦s restaurant industry became more and more influential in commerce. Its contribution to economic productivity cannot be ignored. However, the smaller business size and the easiness for entry enhance the competition and make it hard for operators to survive. To succeed in operation, the managers of restaurants have to emphasize not only the quality of physical goods but also the excellence of service quality, delivering what customers need and want. Many researchers have studied on service quality in recent years. They mainly use the closed questionnaire to measure how factors influence quality. It helps to understand service quality, but there are still some disadvantages. For example, its measure is closed and customers are no more than attitude accountants. Furthermore, the results can only show a part of service process, expressing no service encounters. To see more details about the service encounter between customers and service providers, this research adopts ¡§Critical Incident Technique¡¨(CIT). Customers¡¦ and service employees¡¦ opinions about the critical incidents which impacts on service encounters of fast-food restaurants and deluxe restaurants were collected, coded, and analyzed under the dramaturgical theory and Bitner¡¦s standard (BBM principle). It is to compare customers¡¦ view with service employees¡¦ and to identify the critical factors to service encounter satisfaction of fast-food restaurants and deluxe restaurants in Taiwan. The finding of the research is as followed. I. The critical factors to service encounter satisfaction of fast-food restaurants are: A. service employees¡¦ attitude and behavior, B. service employees¡¦ professional skills, C. the timely provision of service and the response to unreasonably delay, D. the performance of service processes and systems and the response to core service failure. II. The critical factors to service encounter satisfaction of deluxe restaurants are: A. the allocation of service environment, B. service employees¡¦ attitude and behavior, C. the quality of physical products, D. the timely provision of service and the response to unreasonably delay, E. the performance of service processes and systems and the response to core service failure. III. Service employees¡¦ attitude and behavior, the timely provision of service, and the performance of service processes and systems are all the critical factors to service encounter satisfaction no matter in fast-food restaurants of in deluxe restaurants. V. The factors, service employees¡¦ professional skills and the attention to customers, are only critical to service encounter satisfaction of fast-food restaurants. VI. The factors, the allocation of service environment, the quality of physical products, and the response to customers¡¦ preference, are only critical to service encounter satisfaction of deluxe restaurants. Key words: service quality, service encounter, dramaturgical theory, critical incident technique, restaurant industry

Le but d’une consultation médicale est de guérir le patient ou pour le moins, de tout mettre en oeuvre afin d’y parvenir. Jusqu’au XXème siècle, le médecin décide de tout puisqu’il sait mieux que quiconque comment soigner et quels traitements administrer. Au XXème siècle, cette pouvoir absolu décline peu à peu. Lorsqu’elle est ignorée, la dualité entre le médecin, expert des maladies, et le patient, expert de sa propre condition de malade, émerge comme un frein à la production du service de soins. La notion d’alliance thérapeutique apparait.Les Sciences de gestion mettent aussi en avant cette collaboration client-fournisseur avec le Service Dominant Logic. La qualité de la relation semble déterminante pour susciter la participation du client.Or la relation médecin-patient se construit au cours d’un processus dynamique retracé dans le Guide Calgary-cambridge, LA référence mondiale en matière de communication santé. Ce Guide doit permettre une cocréation de valeur.Paradoxalement, d’après ce Guide, le patient, de même pour le support du service lorsqu’il est vivant (animal, enfant, personne sous tutelle), participent passivement à l’interaction et ne mobilisent aucune compétence particulière.Ainsi, au cours d’une interaction de service, les conditions qui génèrent la coproduction du service et la cocréation de valeur et donc les compétences mobilisées pour y parvenir sont peu décrites en sciences de gestion ou dans l’activité de soins. Afin de répondre à cette question, nous avons choisi d’étudier la consultation vétérinaire canine, activité économique florissante très peu abordée jusque là. De plus, cette relation triadique de service B to C, implique un lien d’attachement entre le client et le support du service.La relation de service étant un processus dynamique dans le temps, nous avons choisi de filmer des consultations et de les analyser ensuite de manière qualitative et semi-quantitative en s’aidant d’entretiens avec les personnes présentes lors de la consultation. / The purpose of a medical consultation is to cure the patient or at least to do everything possible to achieve it. Until the twentieth century, the doctor decides everything since he knows better than anyone how to treat and which medicine to administer. Then this absolute power declines gradually. When ignored, the duality between the knowledge brought by the physician, an expert in diseases, and that brought by the patient, an expert in his own physical condition, emerges as a barrier to the service coproduction. As a result, the notion of therapeutic alliance arises.Management science also emphasizes client participation and client-provider collaboration through the Dominant Logic Service approach. Thus, the doctor-patient relationship is being built unsing a dynamic process outlined in the Calgary-Cambridge Guide.Paradoxically, according to this Guide, the patient passively participates to the interaction and do not mobilize any particular competence.Therefore, during a service encounter, what are the conditions that generate the service coproduction and therefore the competencies mobilized by each actor to achieve it?To answer this question, we decided to study the canine veterinary consultation, a flourishing economic activity that has been little discussed so far. Moreover, this triadic relationship of B to C service implies an attachment bound between the customer and the service support.Our research brings theoretical contributions, notably a typology of functional and dysfunctional triads, managerial contributions to veterinary clinics regarding their approach of the customer relationship, an adjustment of the reflerential of veterinary activities for the French veterinary schools, as well as methodological originalities by the use of video and triangulation of data analysis.

Interaction between people can be seen as a distinctive feature of 'post-industrial society'. In this study I investigate some of the conditions for this encounter in private service work in Sweden. I start by discussing some important concepts: service, service encounter and emotional labour. Three parties in an interactional triangle can be perceived: the service enterprise, the service worker and the customer. The service encounter is embedded in organisational frames. Recruiting for social competence and training for selling interaction are two facets of these frames. In interactive service work, control is complicated by the fact that a third party, the customer, is involved and that the borders between worker, work process and result are somewhat indistinct. Indirect forms of control can be used to affect workers' attitudes and thinking, as well as behaviour. Service work can be described as a form of acting. Different service workers will identify differently with their work role. In my study I observe both positive and negative experiences of work. A majority report that they sometimes are so tired of people that they want to be alone after work. I distinguish two dimensions of interactive service work: type of interaction and sales situation. Interaction can be more or less important, and the sales situation can be more or less concealed. Based on these dimensions I suggest a typology to illustrate some differences between different service occupations. Four types are suggested: (1) Work first, and customer later; (2) Personalised services; (3) Routine selling; and (4) Persuasive selling. In the second group we find the experts of interaction, but also the strongest signs of social strain.

Business across the Internet has increased in recent years and most companies that are selling trips have increased their sales online. Many companies that are selling trips strive for customers to receive and experience a personal service online. The meeting between the client and a webpage service system on the Internet should work. Service encounters are an essential part of the contact between customer and company and play a big part in how the first impression is perceived by the customer. To understand how a service encounter works, meeting face to face, companies need to understand how customers perceive that meeting. Among other things, personnel and customers confront each other in a physical meeting and during the first few seconds is what Normann (2002) call the moment of truth. The purpose of this paper is to find out how service is working over the Internet. We also want to contribute with increased insight of the interaction between customer and provider over the Internet. To examine how service works over the Internet and how customers are treated. Theories that include e-CRM, Image concept and e-SERVQUAL have been used. Interviews took place with various actors within the tourism industry. Parasuraman, et al. (2002) and Kuo, et al. (2005) say that companies need to understand what the customer wants to do on their website and meet the needs of the customer and to exceed customers’ expectations.

[pt] Neste estudo, são analisados encontros de serviço desempenhados na central de reservas por telefone de uma companhia aérea brasileira. A análise realiza-se com base no arcabouço teórico da Sociolingüística Interacional em relação de interface com a Análise da Conversa. As interações foram coletadas no âmbito de uma metodologia de pesquisa etnográfica. Focaliza-se a manifestação de diferentes dinâmicas de enquadres e alinhamentos bem como a variação nos padrões de organização e construção de turnos de fala. Procura-se mostrar que esses aspectos (i) estão relacionados a diferentes tipos de atendimento e (ii) refletem uma realidade interacional complexa na central de reservas estudada. Tais fatos, conseqüentemente, dificultam a elaboração prévia de comportamento lingüístico na central de reservas, bem como o gerenciamento e controle desse comportamento através da prescrição de scripts de atendimento a clientes. / [en] This study analyzes service encounters held through the telephone in the reservation center of a Brazilian airline company. The analysis was conducted based on the Interactional Sociolinguistics framework interfaced with Conversational Analysis and the data collection was ethnographically oriented. Different dynamics of frames and footings are looked at, as well as the variation in organizational patterns and construction of discourse turns. This study aims to show that these aspects (i) are related to different kinds of attendance, (ii) reflect a complex interactional reality within the reservation center. Thus, these aspects make difficult the management process and as well as the previous control of sequences of linguistic behavior suggested by attendance scripts to clients.

[pt] Este trabalho investiga, sob a perspectiva do encontro de serviço, como os alunos de baixa renda - bolsistas - lidam com as diferenças e os preconceitos vividos em um ambiente acadêmico de elite. Encontro de serviço é um conceito que tem origem e importância no marketing de serviços e que trás para este trabalho o papel dos alunos como consumidores de um serviço. O trabalho, de cunho prático, introduz no encontro de serviços o que alguns autores, particularmente Sue et al. (2010), chamam de microagressões. Estuda as estratégias de enfrentamento diante das diferenças socioeconômicas e culturais e o modo como lidam com o preconceito. Foram realizadas várias entrevistas com alunos de último período de graduação de universidade privada para identificar os principais temas ligados às dificuldades de integração e de adaptação. Os resultados indicam que a agressão ocorre de forma sutil, velada e indireta e, em muitos casos, o autor sequer tem a consciência de que comete uma ação de discriminação. Após essa etapa, as principais questões foram levantadas e classificadas segundo o tipo de microagressão, seguindo o modelo de análise de Sue et al. (2010), com o objetivo de compreender o nível de consciência de quem pratica a ação, seja ele professor, aluno ou funcionário e o grau de prejuízo causado a esse grupo de consumidores. As principais questões encontradas, como exclusão e isolamento mostram a necessidade de pensar medidas gerenciais que busquem atender as necessidades deste grupo de consumidores em desvantagem, em relação aos demais. Neste sentido, este trabalho pode auxiliar as universidades e seus gestores no entendimento dos preconceitos vividos por esses consumidores e nas possibilidades de solução. / [en] This work investigates how low-income students handle prejudices in a university elite environment. To that end, it adopts two standpoints. First, it supports the perspective of the service encounter as an underlying concept for the role of students as consumers. Second, it introduces the concept of microaggressions (SUE et al, 2010) to the academic scene of service s marketing. This study also acknowledges the socioeconomic and cultural differences of students as the primary cause of the aggressions. Because of this, the study has a particular concern with how students deal with prejudice. Accordingly, it focuses on the coping strategies students adopt in the face of discrimination. This study results from several interviews with undergraduate students to identify the difficulties of integration and adaptation. The findings indicate that aggressions occur in a subtle, veiled and indirect way. In many cases, even the perpetrator is unaware of the discrimination action. Finally, the work presents a classification of microaggressions following the model of Sue et al. (2010). This model addresses two central issues. The first is the level of awareness of who does the action, be it teacher, student or employee. The other is the degree of damage caused to the consumers. Equally important is to add here the concerns with isolation and exclusion. All these questions require proper managerial attention.

The main objective of this research is to examine the relationship between the internal and external service quality dimensions in Egyptian commercial banks. To achieve this objective, the thesis introduced the internal–external service quality model which proposes that the internal service quality has a positive impact on the external service quality. The research model was developed and tested empirically through three main stages. The first stage was based on the extensive review of the literature in order to identity the concepts and measures of the internal and external service quality. In this stage, the research objectives were identified. The second stage was concerned with the building of the internal–external service quality model which proposed that the internal service quality dimensions have a significant positive impact on external service quality. To identify causal indicators for this relationship, some control variables were used and a set of empirically testable hypotheses were developed. [Continues.]

Syfte: Syftet med studien är att undersöka kunders erfarenheter av och önskemål kring interaktionen med klädbutikers personal. Vidare undersöker studien på vilket sätt kunder vill att interaktionen ska ske samt inom vilka zoner och vid vilka tillfällen. Metod: Studien har en kvalitativ forskningsmetod och den empiriska datan är framtagen genom 15 semistrukturerade intervjuer med kvinnliga konsumenter. Studien har till en början en deduktiv ansats som sedan övergår i inslag av induktiv ansats inom vilka studien sedan växlar mellan. Slutsatser: Studiens resultat visar att kunder har önskemål om ett individanpassat bemötande under interaktion med personal samt att kunder lägger vikt vid personalens beteende och tillgänglighet. Studien visar även att kunders erfarenheter av interaktion med personal i klädbutiker inte överensstämmer med kunders önskemål kring detta fenomen. Många kunder har visat sig ha relativt låga förväntningar gällande denna interaktion men trots detta har det visat sig att personal i många fall inte lyckas leva upp till dessa förväntningar. Interaktionen med personal i klädbutiker har även visat sig vara av stor vikt för såväl kundens image av företaget som för kunders upplevelse av ett butiksbesök. Det framgår att denna interaktion har stor inverkan på kunders fortsatta beteende gentemot företaget vilket visar på att interaktionen utgör en viktig del av klädbutikers konkurrenskraft. / Purpose: The aim of this thesis is to examine customers' experiences and wants regarding the interaction with clothing store personnel. Furthermore, the thesis explores how customers would like this interaction to occur as well as in what zones and in which situations. Method: The study in this thesis follows a qualitative research method and the empirical data is gathered through semistructured interviews with 15 female consumers. Conclusion: The thesis' results show that customers have the desire for an individualized response in interaction with personnel, and that customers attach importance to the personnel behavior and availability. The thesis also shows that customers' experiences of interaction with personnel in clothing stores do not match customer wants concerning this phenomenon. Many customers have been shown to have relatively low expectations regarding this interaction, but in spite of this, it has been found that in many cases personnel fail to live up to these expectations. The interaction with personnel in clothing stores has also proved to be of great importance to both the customer's image of the company and the customer's experience of a shop visit. It appears that this interaction has a major impact on customers' continued behavior towards the company, which shows that interaction is an important part of clothing stores' competitiveness.