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

Finsterwalder, Jörg & Tuzovic, Sven (2010) Quality in group service encounters: A theoretical exploration of the concept of a simultaneous multi‐customer co‐creation process. Managing Service Quality, 20(2), pp. 109-122.

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  • 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.


  • 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.


  • 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.


  • 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.

Impact and interest:

11 citations in Scopus
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8 citations in Web of Science®

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Full-text downloads:

30 since deposited on 06 Aug 2015
30 in the past twelve months

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ID Code: 86433
Item Type: Journal Article
Refereed: Yes
Keywords: Customers, Group Dynamics, Customer Services Quality
DOI: 10.1108/09604521011027552
ISSN: 0960-4529
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 06 Aug 2015 01:23
Last Modified: 05 Aug 2016 02:08

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