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...

An emerging perspective on market orientation suggests that strategic insights may be gained when firms take into account their customers’ view on the organization’s level of market orientation. Recent research offers evidence on the applicability of a customer‐defined market orientation...

Looks at the importance of the service sector to national economies with interest for practitioners and academics. Posits that management has to determine what actions it needs to undertake to ensure it delivers service quality.