ABSTRACT

Combining the performance theoretical tradition that acknowledges the co-construction of service encounters with the concept of consumer tactics, this study exposes the ways in which the scripted theaters of everyday service interaction turn into micropolitical playing fields in which consumers creatively make use of situational offerings. The dramatistic analysis of service narratives identifies a variety of consumer tactics that illustrate how they employ gameful cultural resources to navigate through the uncertainty of unusual and challenging service situations. The study introduces gamefulness into consumers’ political agency and argues that in gameful service situations creative consumer tactics can either resist cultural inequalities arising in the service context or playfully reinforce service improvisation. Furthermore, as it regards routine service as a site of micropolitics in which consumers as tactical players participate in the co-construction of service performance, the study suggests that consumers may subtly transform service culture, especially beyond the scripted domain.

摘要

该研究将承认服务构建共赢的绩效理论传统与消费者策略的概念相结合，揭示了日常服务交互的脚本剧院转变为微观政治竞争环境的方式，消费者可以在这些竞争环境中创造性地利用情景产品。对服务叙事的戏剧性分析确定了各种消费者策略，这些策略说明了他们如何利用游戏性的文化资源来度过异常和具有挑战性的服务状况的不确定性。该研究将游戏性引入了消费者的政治代理机构，并认为在游戏性服务情况下，创造性的消费者策略可以抵制服务环境中出现的文化不平等现象，或者可以顽固地强化服务即兴性。此外，