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2. Experience Staging

Representatives of target markets the

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Unformatted text preview: the performance of hosts in their interactions with guests. Again drawn from the SERVQUAL literature (Parasuraman, Zeithaml, & Berry, 1988; Parasuraman, Berry, & Zeithaml, 1991), hosts must strive for high levels of courtesy, empathy, assurance, responsiveness, and clarity of communication. The importance of these SERVQUAL- based technical performance features has been recently demonstrated through experimental research (Lee, 2008). Five SERVQUAL dimensions (i.e., reliability, responsiveness, empathy, tangibles, assurance) were systematically varied in simulated guest check- in encounters at a hotel. An “orthogonal design” was used, which allowed the main effects of each of the service quality variables on guest experiences to be evaluated. Measures of guests’ positivity and negativity of affect (Watson, Clark, & Tellegan, 1988), and delightedness (Kano, 1984) were taken following each encounter. Each of the ྰve variables had a signiྰcant effect on all three outcome variables. The presence of the SERVQUAL features increased positivity of affect and delightedness, while decreasing negativity of affect. The “empathy” dimension stood apart from others as having the strongest effect size. In addition to these “technical performance” elements, the quality of staging of an encounter may be judged according to the “artistic performance” of the provider (Figure 1). It is at this level that we represent the experience staging principles that were identiྰed by Pine and Gilmore (1999). We also incorporate into this model the work of Kano (1984), which suggests that guest delightedness is a function of unanticipated value, and we propose that the service quality dimension, “empathy” (Parasuraman, Zeithaml, & Berry, 1988; Parasuraman, Berry, & Zeithaml, 1991) may be best classiྰed as an element of “artistic performance.” Showing empathy for the unique perspective, wants, and needs of...
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