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Title: Serving 'The Guest': Günther Anders at the Grand Seaside Hotel
Authors: Bunzel, Dirk
Parker, Martin
First Published: Mar-2009
Publisher: SAGE Publications
Citation: Marketing Theory, 2009, 9 (1), pp. 55-74.
Abstract: Drawing on data collected during 14 months of ethnographic research in an Australian Coastal Hotel, the paper describes the management of service encounters. Hotel staff used meetings and training sessions to simulate service scenarios, hypothesizing `customer wants and needs'. In order to do this they constructed the image of an ideal `Guest', an image that was collectively evoked in order to shape the conduct of service encounters. We claim that these imaginary service encounters mean that the `creators' of this imaginary object become increasingly subjected to its demands. The object, `The Guest', attempts to dominate its creators. The traditional demarcation between subject and object is blurred, and perhaps reversed. Drawing on the neglected work of Günther Anders, the paper inquires into the status of this object and addresses the process of its production and consumption. It demonstrates how subjects and an (imaginary) object become entangled.
DOI Link: 10.1177/1470593108100061
ISSN: 1470-5931
Type: Article
Rights: This is the author's final draft of the paper published as Marketing Theory, 2009, 9 (1), pp. 55-74. The final version is available from Doi: 10.1177/1470593108100061
Appears in Collections:Published Articles, School of Management

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