Structuring the service encounter: a test of alternatives

Maria da Graça Batista, Miguel Pina e Cunha, Armenio Rego

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)


This chapter presents an analysis of the influence of three forms of structuring the service encounter (standardization, spontaneity, minimal structure) on the perception of service quality and job satisfaction. The authors performed two studies (experimental and correlational). The results point to the existence of higher levels of job satisfaction and service quality under the use of minimal structures. There is an element of originality in this study since it empirically explores the application of minimal structures to the service encounter and the findings help practitioners to make more informed choices about the structures they adopt for the management of service encounters.

Original languageEnglish
Title of host publicationService Science Research, Strategy and Innovation: Dynamic Knowledge Management Methods
PublisherIGI Global
Number of pages12
ISBN (Print)9781466600775
Publication statusPublished - 2012


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