A dramaturgical view of the health care service encounter : Cultural value‐based impression management guidelines for medical professional behaviour
- Resource Type
- Academic Journal
- Authors
- John, Joby
- Source
- European Journal of Marketing, 1996, Vol. 30, Issue 9, pp. 60-74.
- Subject
- e-conceptual-paper
Conceptual paper
cat-MARK
Marketing
cat-MSM
Marketing strategy/methods
Health care
Metaphors
Service
Theory
- Language
- English
- ISSN
- 0309-0566
Examines the “dramaturgical” view of the service encounter to understand the service consumption experience. Illustrates this by demonstrating how the drama metaphor is applicable and useful in understanding perceived quality in health care services. Presents a strategic model of the medical encounter. Suggests impression management guidelines and, from a practical standpoint, serves to stimulate the imaginations of physicians and health care administrators on managing evaluations by paying attention to certain characteristics of the medical encounter.