Describes how customer satisfaction can be influenced by direct or indirect interaction with other customers in a service facility′s physical environment. Explores how the way customers affect each other can be positively influenced. Describes exploratory research which identified ten roles a service provider can play: Environmental Engineer, Teacher, Rifleman, Cheerleader, Police Officer, Detective, Santa Claus, Matchmaker, Legislator.
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Pranter et al. (1991) studied this question.
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