Narrative analysis for decoding marketer-customer interactions in hospitality contexts

Abstract

Drama enactments by trainees (DETs) include verbal and contextual exchanges by two or more trainees in customer-server dramas usually in the presence of trainee observers and trainers. DETs' objectives include nurturing the conscious, decoding unconscious thinking and action, and informing learning of customer-server exchanges. Training in DETs provides an opportunity to practice which increases knowledge and skills necessary for performing customer-server exchanges accurately and achieving high customer satisfaction. This chapter is a case study report on an in-class drama enactment of a hotel guest and receptionist face-toface encounter. The enactment includes face-to-face conversations between two actors and within selves.