Abstract:The study aimed to describe the staging of service encounters in a bakery in Sarawak, Malaysia. The specific aspects studied were categories of transactions, staging of transactions, and nonverbal enactment of stages of transactions. A total of 100 interactions between Chinese vendors and Chinese, Malay, and Indigenous customers at a bakery operated by Chinese vendors in Sibu, Sarawak were observed and recorded. The analysis revealed five categories: Instant Buying, where customers bought the cakes on the spot… Show more
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