Service backstage visibility and the corresponding perceived values in the process of service delivery

Increasingly service providers show customers some activities originally in the backstage but few are known about the phenomenon from theoretical viewpoints. The purpose of this study is to conduct an exploratory investigation of positive backstage visibility and the corresponding perceived values. The CIT method was applied to analyze 387 service experiences in Greater China (including Mainland China, Macau, and Taiwan). The categorization of backstage visibility was classified by two dimensions (complexity and attractiveness), and the corresponding perceived values for backstage visibility for each category of backstage visibility was discussed. The main findings of this study include that (1) the visualized backstage could become a differentiated strategy or tangible clue for services, and (2) the contents of dramaturgy theory should be adjusted to be suitable in the business practices today.

► Most of the current research focuses on the frontstage element of the service theatre. ► Backstage visibility from the customer perspective is worth discussing. ► This study discusses positive backstage-visibility incidents and their corresponding values. ► Customers indeed care about the backstage visibility no matter for what reason. ► Backstage information and process can improve the front stage experience.