PM
P Micheli
2 records found
1
Authored
To date, customer education has been framed in terms of one-way information provision, at odds with much of the literature on meaning co-creation. Drawing on an ethnography of a specialty coffee purveyor, we show how staff and consum-
ers co-create educational consumer journeys t
...
Subverting scripts can be critical to successful service innovation. However, deviating from
firmly embedded scripts can be risky, because doing so can confuse and frustrate customers.
Through an ethnographic study of a specialist coffee shop, we investigate customers’
responses
...