Rites of integration can establish the appropriate level of psychological involvement between service providers and customers during the service encounter. This facilitates customers sharing information necessary for service production and the favourable evaluation by customers of the cues they perceive during the service delivery process. The design of alternative rites that result in varying levels of involvement are described, as are the consequences associated with customers having their expectations of involvement confirmed or disconfirmed.
International Journal of Service Industry Management – Emerald Publishing
Published: Apr 1, 1991
Keywords: Customers; Service industries; Information exchange; Services marketing; Integration
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