2. Experience Staging

Institute 2001 the third principle

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Unformatted text preview: shed from their “artistic performance” in staging an encounter. The technical performance features are drawn from the popular SERVQUAL model of customer service performance advanced by Parasuraman and colleagues (Parasuraman, Zeithaml, & Berry, 1988; Parasuraman, Berry, & Zeithaml, 1991) and are organized into three groups: Technical Skills Performance, Setting Performance, and Interpersonal Performance. “Technical Skills Performance” corresponds to the “reliability” dimension of SERVQUAL (Parasuraman, Zeithaml, & Berry, 1988; Parasuraman, Berry, & Zeithaml, 1991). At issue here is the extent to which the event is executed correctly with respect to guest expectations and/or best practices. If a softball tournament is being staged, for example, guests should expect such features as competent umpires and scorekeepers, a clear and current set of brackets deྰning the schedule of games, reliable starting times for games, a working scoreboard, food and beverage concessions that are convenient and of acceptable quality, and, perhaps, an efྰcient and engaging ceremony for presentation of trophies to winners. “Setting performance,” a second component of the technical performance set of principles, refers to the physical, tangible (Parasuraman, Zeithaml, & Berry, 1988; Parasuraman, Berry, & Zeithaml, 1991) characteristics of the site. In our softball tournament example, guests should expect convenient parking, reasonably comfortable seating for spectators, safety features (e.g., lighted walkways and parking lots), well- maintained playing ྰelds, conveniently located trash receptacles, clean and accessible restrooms, and working water fountains. Further, the environment should be clean and neat. The grass should be trimmed and other landscaping maintained, extraneous noise should be eliminated, and all equipment should be in working order. The third component of technical performance is “Interpersonal Performance.” Principles within the Interpersonal Performance set refer to...
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This document was uploaded on 09/20/2013.

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