Service Backstage Visibility and the Corresponding Perceived Values in the Process of Service Delivery

Increasingly service providers show customers some activities originally in the backstage but few are known about the phenomenon from theoretical viewpoints. The purpose of this study is to conduct an exploratory investigation of positive backstage visibility and the corresponding perceived values. The CIT method was applied to analyze 387 service experiences in Greater China (including Mainland China, Macau, and Taiwan). The categorization of...