Reitaku University Academic Repository / 麗澤大学学術リポジトリ
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A Consideration of Customer Roles on the Service Standardization
Get PDFThe proportion of the service industry to Japan’ s whole economy is increasing year by year and it has been a subject of interest among the government and companies to enhance the productivity of the service industry that is significantly lower than that of other developed countries. The service standardization has
attracted attention as a means to enhance this productivity; however, little research has been done so far. Furthermore, former researches have paid little attention to the consumer behaviour in service standardization. This research, from the findings of customer-to-customer interaction researches and the consumer culture theory, suggests that customers can standardize their consumption behaviours themselves in service settings and that they may vary depending on service types and customer’s
characteristics
