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| Author: | Halliday, S.V. (et al.) |
| Title: | A dramaturgical analysis of the service encounter in higher education |
| Journal: | Journal of Marketing Management
2008 : FEB, VOL. 24:1-2, p. 47-68 |
| Index terms: | higher education teachers service students experience |
| Freeterms: | dramaturgy |
| Language: | eng |
| Abstract: | This paper explores the student-follower's reception and potential enactment of charismatic images in the pivotal relationship between lecturer and student (here as: l-and-s). It is found the key insight that, while dramaturgical aspects ... are valuable in explaining the essential phases of the lecturing action in higher education, they should, optimally, be supported by what is called 'embedded trust' for the charismatic relationship btw. l-and-s. to be productive. In addition, a secondary implication is that lecturers can manage their charismatic image to help students become more independent evaluators of the teaching experience. |
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