Service Customization through Dramaturgy

Abstract

The customization of a service often depends on the “performance” delivered by front-stage service employees. Drawing on the theory of dramaturgy and service marketing, we present a typology identifying 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 and fit 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.

Keywords: Service operations, customization, typology, configurations, dramaturgy, scripts, improvisation

JEL Classification: M10, M11