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https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11669-services-theatre-framework.html
This framework compares service delivery to a theatre performance, metaphorically as they share several parallel characteristics. Both are concerned with a good performance to impress the audience or customers, both require careful planning and execution at back end and proper setting of stage for overall good impression. Service involves the theatrical elements like a stage production ...
http://www.acrwebsite.org/volumes/7341/volumes/v19/NA-19
Stephen J. Grove and Raymond P. Fisk (1992) ,"The Service Experience As Theater", in NA - Advances in Consumer Research Volume 19, eds. John F. Sherry, Jr. and Brian Sternthal, Provo, UT : Association for Consumer Research, Pages: 455-461.
https://www.coursehero.com/file/p4o7u06/Role-and-script-theories-Theater-as-a-metaphor-for-service-delivery-An/
Role and script theories Theater as a metaphor for service delivery An from MARKETING 351 at Iowa State University. ... Role and script theories Theater as a metaphor for service delivery An. ... an Integrative Perspective Good metaphor as service delivery is a series of events that customers experience as a performance.
https://www.researchgate.net/publication/235361043_The_service_experience_as_theater
In depicting the service experience as theater, we have assumed that the sociological concepts of dramaturgy can be fully applied to services. This assumption is a mild one.
http://www.island.lk/index.php?page_cat=article-details&page=article-details&code_title=33511
Aug 29, 2011 · The metaphor of a theatre is a useful framework for describing and analyzing service performances. Both the theatre and service organizations aim to create and maintain a desirable impression before an audience and recognize that the way to accomplish this is by carefully managing the actors and the physical setting of their behaviour.
https://www.coursehero.com/file/p4k23g7p/2-5-2-Service-Encounter-Stage-c-Theater-as-a-Metaphor-for-Service-Delivery-All/
2 5 2 Service Encounter Stage c Theater as a Metaphor for Service Delivery All from SPD 4461 at The Hong Kong Polytechnic University
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