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    • Mark S. Rosenbaum, Ph.D.

    Creating the Service Stage

    Updated: Jun 23, 2019

    Think of a performance, that’s a definition of service.

    Actors and actresses become employees.

    Theatre patrons become customers.

    The makeup, costumes, sounds, temperature, seating, lighting, décor, decorative stage elements, tickets, programs are all “material manifestations” that the performance is occurring.

    Each scene, each movement, each actor/actress must be choreographed—that’s service design.

    Service managers have to plan the stage of a hospital, of a mobile application, of a restaurant, hotel, bar, spa, school, shopping center, park, or the rest area off a busy highway.

    For further information regarding how your organization may create a service stage, you may want to review some classic literature from Ray Fisk and Steve Grove, see

    http://www.acrwebsite.org/volumes/7341/volumes/v19/NA-19

    https://www.researchgate.net/publication/288116226_Service_theater_An_analytical_framework_for_services_marketing

    https://www.academia.edu/31678748/Creating_New_Services


    Every service is a performance and every stage must be designed with care.



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