A dramaturgical view of the health care service encounter: Cultural value‐based impression management guidelines for medical professional behaviour
Abstract
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.
Keywords
Citation
John, J. (1996), "A dramaturgical view of the health care service encounter: Cultural value‐based impression management guidelines for medical professional behaviour", European Journal of Marketing, Vol. 30 No. 9, pp. 60-74. https://doi.org/10.1108/03090569610130043
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited