Quality in group service encounters: A theoretical exploration of the concept of a simultaneous multi‐customer co‐creation process

Abstract

Purpose

The purpose of this paper is to explore the concept of service quality for settings where several customers are involved in the joint creation and consumption of a service. The approach is to provide first insights into the implications of a simultaneous multi‐customer integration on service quality.

Design/methodology/approach

This conceptual paper undertakes a thorough review of the relevant literature before developing a conceptual model regarding service co‐creation and service quality in customer groups.

Findings

Group service encounters must be set up carefully to account for the dynamics (social activity) in a customer group and skill set and capabilities (task activity) of each of the individual participants involved in a group service experience.

Research limitations/implications

Future research should undertake empirical studies to validate and/or modify the suggested model presented in this contribution.

Practical implications

Managers of service firms should be made aware of the implications and the underlying factors of group services in order to create and manage a group experience successfully. Particular attention should be given to those factors that can be influenced by service providers in managing encounters with multiple customers.

Originality/value

This article introduces a new conceptual approach for service encounters with groups of customers in a proposed service quality model. In particular, the paper focuses on integrating the impact of customers' co‐creation activities on service quality in a multiple‐actor model.

Citation

Finsterwalder, J. and Tuzovic, S. (2010), "Quality in group service encounters: A theoretical exploration of the concept of a simultaneous multi‐customer co‐creation process", Managing Service Quality: An International Journal, Vol. 20 No. 2, pp. 109-122. https://doi.org/10.1108/09604521011027552