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Observable Oral Participation in the Servuction System:Toward a Content and Process Model

Authors
Journal
Journal of Business Research
0148-2963
Publisher
Elsevier
Publication Date
Volume
44
Issue
1
Identifiers
DOI: 10.1016/s0148-2963(97)00177-x

Abstract

Abstract Within a servuction system, service experiences of customers are determined by both content and process elements. We report the findings of two integrated pieces of exploratory research aimed at providing a greater understanding of these elements. Using customer-to-customer interactions (particularly oral participation) as a focus, it was found that customers will generally progress through six phases—entry, social, appraisal, orientation, consideration, and purchase—during their time in the visible part of the servuction system (the part consisting of contact personnel, the inanimate environment, and other customers). A model, showing content and process elements in each phase, is proposed, management implications are highlighted, and propositions for future research are presented.

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