Moving the drama into the factory: the contribution of metaphors to services research

Abstract

Although services research has made extensive use of metaphors, there is a need to understand the way metaphors incorporate assumptions about the phenomenon under study, the focus of research attention and managerial implications. Defines metaphors as a transfer of information from the familiar to the unfamiliar, emphasizing the cognitive rather than literary properties of metaphor. While several metaphors have been presented in the services literature, factory and drama metaphors predominate. An analysis of recent publications suggests that use of factory or drama metaphors reflects an implicit model of services, and researchers blend factory and drama metaphors to take into account the human qualities of service inputs. Addresses concerns expressed by those who criticize the use of metaphor in social science research and suggests that metaphors can contribute to increased creativity in services research.

Citation

Goodwin, C. (1996), "Moving the drama into the factory: the contribution of metaphors to services research", European Journal of Marketing, Vol. 30 No. 9, pp. 13-36. https://doi.org/10.1108/03090569610130025