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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Service Industry Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
