Theatrical service experiences: dramatic script development with employees

Harris, Richard and Cassidy (writing as Harris), Kim and Baron, Steve (2006) Theatrical service experiences: dramatic script development with employees. International Journal of Service Industry Management, 14 (2). pp. 184-199. ISSN 0956-4233

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Official URL: http://dx.doi.org/10.1108/09564230310474156

Abstract

This article provides a framework for the development of a dramatic script for a service (retail) organisation. It is argued that such a script can lead to an agreed experiential goal that the organisation can use to achieve positive holistic service experiences for customers. It draws on techniques from practical theatre and is being tried, evaluated and refined in conjunction with employees of a UK multiple retail organisation. The process of dramatic script development with employees is demonstrated through the identification of the drama, the creation of the playtext and the exploration of subtext. It can be employed by any organisation where the nature of the business requires that face-to-face interactions take place between employees and customers.

Item Type:Article
Additional Information:This article provides a framework for the development of a dramatic script for a service (retail) organisation. It is argued that such a script can lead to an agreed experiential goal that the organisation can use to achieve positive holistic service experiences for customers. It draws on techniques from practical theatre and is being tried, evaluated and refined in conjunction with employees of a UK multiple retail organisation. The process of dramatic script development with employees is demonstrated through the identification of the drama, the creation of the playtext and the exploration of subtext. It can be employed by any organisation where the nature of the business requires that face-to-face interactions take place between employees and customers.
Keywords:Dramatic script, Retail, Employees, Experience, Service, Theatre
Subjects:N Business and Administrative studies > N100 Business studies
N Business and Administrative studies > N200 Management studies
Divisions:College of Social Science > Lincoln Business School
ID Code:539
Deposited By: Bev Jones
Deposited On:22 Jun 2007
Last Modified:12 Aug 2011 12:38

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