search query: @author Stuart, F. I. / total: 4
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| Author: | Tax, S. S. Stuart, F. I. |
| Title: | Service Marketing: Designing Service Performances |
| Journal: | Marketing Management
2001 : JUL-AUG, VOL. 10:2, p. 8-9 |
| Index terms: | SERVICE SERVICE MARKETING PERFORMANCE APPRAISAL COMPANIES |
| Language: | eng |
| Abstract: | The authors state that the spirit of experimentation also promotes a culture of innovation and creativity. Firms can learn the art of service design from theater companies. Insights into managing services constantly evolve, but one fundamental principle remains: services are performances. Despite of this, most service firms still focus on delivering "intangible products" and follow design and development models adapted from manufacturing settings. Finally the authors conclude by saying that service providers can adopt from theater the development of organizing framework that simplify otherwise complex tasks. |
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