Purpose – The purpose of this paper is to examine the value of improvisation training, as used in schools of acting, in preparing front‐stage service employees perform their roles when interacting with customers as cabin crew in Aer Arann, a regional Irish airline....

Even though service marketers are interested in influencing customer choice at the service provider level (i.e. the service brand level), the decision to patronize a particular service firm seldom occurs until after the customer decides to use a service provider in the first place. Ultimately,...

In this study, we examined the degree to which integrated marketing communication (IMC) might be manifested in services advertising. Using one of Lovelock’s typologies of services as a framework for classifying different services with respect to their tangibility, we examined ads in each of...

The history of the Frontiers in Service Conference and its impact on the service research community was examined by content analyzing each of the 20 conference programs. The results were aggregated and examined for trends regarding program participation on several characteristics, including...