The aim of this research is to propose and test a model of the causal relationships among the constructs of perceived service quality, consumption emotions, and satisfaction among users of public hospital services. The conceptual model proposed in this study postulates that: (a) perceived service quality is positively related to positive emotions and negatively related to negative emotions; (b) perceived service quality is positively related to patient satisfaction; and (c) positive emotions are positively related to patient satisfaction and negative emotions are negatively related to patient satisfaction. The model was tested with data from an empirical study in the Canadian public hospital setting. Data were collected from 314 respondents. The relationships between the constructs were tested using structural equation modeling by means of the EQS software. All hypothesized relationships were supported. The results confirm that perceived service quality exerts both direct and indirect effects (through positive and negative emotions) on satisfaction. The study demonstrates that emotions play an important role in determining satisfaction with hospital services.

In this paper, we examine the virtual life of Second Life avatars, which are simultaneously “consumed” and consumers. After a theoretical framing of the postmodern turn, the themes emerging from the qualitative analysis of individual and group interviews with residents of this virtual world and non-participating observation of blogs and discussion forums, reveal, sometimes in extreme ways, the presence of several features characteristic of postmodern consumption. For entrepreneurs interested in Second Life, the findings suggest adapting traditional strategies to this particular clientele.

This paper proposes an easy-to-implement dynamic measure of market performance over time for various selling units (e.g., sales territories, sales regional offices, or the whole sales organization). It may be used as a diagnosis tool by comparing the market performances of various units, taking into account the conditions prevailing in the different markets (such as competition relative effectiveness, sales penetration, or local market fluctuations). Combining sales volume, market share, and profit variations data into an Index of Sales Unit Market Performance (ISUMP), provides managerial guidance for selling units' evaluation or resource allocations among units. This index may account for a firm's selected market strategy (market penetration, market skimming, etc.). Implementation in a large North American insurance company is reported.

RÉSUMÉ:On s'intéresse ici à la vie virtuelle des avatars de Second Life, avatars qui sont simultanément « consommés » et consommateurs. Suite à un cadrage théorique du tournant postmoderne, les thèmes qui émergent d'une analyse qualitative d'entretiens individuels et collectifs avec des résidents de cet univers virtuel ainsi que de l'observation non--participante de blogues et forums de discussion, mettent en évidence, parfois même de façon extrême, la présence de plusieurs traits caractéristiques de la consommation postmoderne. Pour les entrepreneurs intéressés par Second Life, les résultats suggèrent une adaptation des stratégies traditionnelles à cette clientèle particulière. MOT CLÉS :Avatar, univers virtuels, Second Life, consommation postmoderne, consommation expérientielle, concept de soi.Title: Using the postmodernism to better understand virtual worlds as a consumption experience: the Second Life case. ABTRACT:Second Life avatars' virtual lives are investigated, the avatars being seen as objects of consumption and as consumers themselves. Using a postmodern framework, a qualitative analysis of interviews and focus groups with residents of this metaverse, of blogs and chatrooms, show that many characteristics of postmodern consumption are evident, some strongly so. Strategies for business people interested in Second Life are suggested. KEY WORDS:Avatar, virtual worlds, Second Life, postmodern consumption, experiential consumption, self concept. CADRAGE THÉORIQUE Les univers virtuelsLes univers virtuels connaissent actuellement un essor de plus en plus important, essor attesté non

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