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....

Purpose – This paper aims to demonstrate the applicability of a theatrical framework for improving the effectiveness of the knowledge transfer of service research findings to practitioners. Design/methodology/approach – A case study approach is adopted. The operation of a...