Abstract
An exploratory case study of the features of the service encounter within the concept shop Sh! forms the starting‐point for building theory to describe and conceptualize such encounters. Sex shops exclusively targeted at women are a new and ground‐breaking phenomenon, challenging the traditional notion of sex shops as male domains. Illustrates a shift towards a postmodernist merging of production and consumption patterns. The participant observation study investigates the drama perspective of the servuction systems model as a potential framework applicable to the intersubjective construction of a postmodern feminist perspective of hedonistic consumption. Concludes that Sh! offers unique opportunities for co‐creations of a new service encounter ‐ a female playspace.
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