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Service Customization Through Dramaturgy

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Mass Customization

Part of the book series: Springer Series in Advanced Manufacturing ((SSAM))

Abstract

The customization of a service often depends on the “performance” delivered by front-stage service employees. Drawing on theories of dramaturgy and service marketing, we present a typology of four distinct and viable configurations for achieving different types of service customization. We explain how variations in the time pressure to customize a service, and the degree of customization required, combine to determine the characteristics of each configuration. With service organizations increasingly operating on a global basis, we discuss the fit between the preferences of different multicultural segments, the operational characteristics of a configuration, and the level of customization offered.

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Author information

Authors and Affiliations

  1. Segal Graduate School of Business, Simon Fraser University, 500 Granville Street, V6C 1W6, Vancouver, BC, Canada

    Ian P. McCarthy & Leyland Pitt

  2. Bentley University, 175 Forest St., 02452, Waltham, MA, USA

    Pierre Berthon

Authors
  1. Ian P. McCarthy
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  2. Leyland Pitt
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  3. Pierre Berthon
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Editors and Affiliations

  1. Industrial and Transportation Engineering Department, Federal University of Rio Grande do Sul, Av. Osvaldo Aranha, 99, 90040-020, Porto Alegre, RS, Brazil

    Flavio S. Fogliatto

  2. Haskayne School of Business, University of Calgary, 2500 University Drive NW, T2N 1N4, Calgary, Alberta, Canada

    Giovani J. C. da Silveira

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McCarthy, I., Pitt, L., Berthon, P. (2011). Service Customization Through Dramaturgy. In: Fogliatto, F., da Silveira, G. (eds) Mass Customization. Springer Series in Advanced Manufacturing. Springer, London. https://doi.org/10.1007/978-1-84996-489-0_3

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  • DOI: https://doi.org/10.1007/978-1-84996-489-0_3

  • Publisher Name: Springer, London

  • Print ISBN: 978-1-84996-488-3

  • Online ISBN: 978-1-84996-489-0

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