Service marketing analysis by theatrical movements

People consume services everyday. The service sector is rapidly increasing as service marketing is becoming more and more important. What is more, service industry is often being compared to a theatre play, where the service is a play performed by staff members in retailing premises, staff is wearing costumes–uniforms and is acting according to the script learnt at training sessions (Grove, Fisk and Bitner, 1992). According to Pine and Gilmore (1999), „Work is theater and every business is a stage“. There are four theatrical movements which are being discussed in the service marketing: theatrical realism (the environment is very realistic where consumers have no sense of involvement but they adopt observers’ role), political realism (there is a communication between customers and employees and the latter are able to be critical), surrealism (the surroundings look unreal and customers have the opportunity to experience it) and finally absurd theatre (customers are intellectually challenged why everything seems so wrong). Each theatrical movement has different aspects of interactions between staff members and customers. In this essay two companies representing different service sectors will be discussed according to the theatrical movements: firstly, Luton’s pub “White House” and secondly Luton’s leisure centre “Vauxhall Recreation Club”.
To begin with, “White House” is situated in the centre of Luton (see appendix 1), in the Galaxy entertainment centre. The pub belongs to the famous J D Wetherspoon group which has many pubs across the UK. It was opened in 1998. “White House” is famous for the real ale (Jdwetherspoon, 2008). During the day it is a place where customers can eat food and in the evening it turns into a socializing place where people can relax, dance and have a good time. The walls are painted in brown, red and yellow colours and the majority of them are made of...

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