For services, the play’s (still) the thing

A service is an interactive experience very similar to a theatrical performance complete with actors, props and costumes. And, this is a show that often demands proactive participation by the audience. These performances occur in a marketspace where managers must pay close attention to contextual cues to insure that the meanings they convey are consistent with the desired service persona. The process of engineering a captivating marketspace demands meticulous attention to the physical evidence consumers will encounter there, whether the service is offered offline or online. Although the delivery of service quality is necessary to prosper in today’s competitive market, it is not sufficient. The rewards of success will accrue to those managers who understand that people do not consume services for what they do, but rather for what they mean.