2BIC - Sessions Schedule
2BIC - Conference Schedule
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Understanding marketing based on customer relationships becomes a necessity for understanding how to orchestrate a firm in service competition. Services marketing can learn from the many different theatrical movements that have been developed to create distinct audience responses. The notion of role playing can be used in this context to examine the interpersonal relationship between service customers and employees. Both sets of participants can be seen to be working to a script that is determined by their respective role expectations.

“Strategic developments in services marketing” was the main theme of the 1st BIC in Chios. The focus now is on servicescapes as spatial representations whereby the physical environment of a service firm supports a drama where contact personnel and customers are crucial elements. The purpose is both to widen as well as to improve the ways through which customers participating in service encounters interact with marketing-related elements.



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