小事情、大幸福：互动仪式链理论视角下服务仪式对品牌福祉的影响

Wei, Haiying; Ying, Wang; Ran, Yaxuan; Zhang, Yishi; Shu, Lifang

doi:10.3724/sp.j.1042.2018.01141

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Concept Of Service Rituals1

Positive Effects1

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2020

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(2 citation statements)

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“…Although the existing literature has not uniformly defined service ritual, the three major characteristics of the service rituals can be identified through literature review [21]. Action serialization.…”

Section: Concept Of Service Ritualsmentioning

confidence: 99%

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Rituals in Service: A Literature Review

Liu¹,

Haiying²

2020

JSSM

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Although service rituals are widely used in service practice, theory researches on them have not received enough attention. Service rituals are a series of process-based, repeatable, symbolic actions that occur during the service contact process and are usually provided by enterprises or service personnel. By sorting out relevant literature, this article defines the concept and classification of service rituals. Service rituals can enhance consumer experience, enhance customer-enterprise relationship and promote brand value, and the cultural background of consumers will affect their service ritual experience. At the end of this paper, the future research directions of service rituals are proposed. The future researches should aim to deepen qualitative research, increase empirical research, and explore influencing factors.

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Section: Concept Of Service Ritualsmentioning

confidence: 99%

“…Having collecting corporation data in the catering and retail industries, they finally found that the brands with implementation of service rituals had better performances in the market than brands without ritual. Meanwhile, some scholars proposed that service rituals could be used as a predictor of brand well-being [21].…”

Section: Positive Effectsmentioning

confidence: 99%