Daly, Aidan; Grove, Stephen J.; Dorsch, Michael J.; … - In: European Journal of Marketing 43 (2009) 3/4, pp. 459-472
Purpose – The purpose of this paper is to examine the value of improvisation training, as used in schools of acting, in preparing front‐stage service employees perform their roles when interacting with customers as cabin crew in Aer Arann, a regional Irish airline....