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Making the cut: the embodiment of experience in hair salons.

Oshima, S. and Llewellyn, N., 2023. Making the cut: the embodiment of experience in hair salons. Marketing Theory. (In Press)

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oshima-llewellyn-2023-making-the-cut-the-embodiment-of-experience-in-hair-salons.pdf - Published Version
Available under License Creative Commons Attribution Non-commercial.


DOI: 10.1177/14705931231209659


We explore the embodied nature of the customer experience. Engaging prior research, we suggest marketing literature is still coming to terms with how best to incorporate the body into its studies, noting manuscripts rarely attend to the bodies of customers moving in situ or analyse what customers do and achieve with their bodies. As a result, theoretical accounts remain quite disconnected from the de facto activities that comprise many marketing processes. Drawing on ethnomethodological study policies, and Wittgenstein’s notion of language games, our paper zooms-in on embodied conduct, analysing video recordings of consultations in hair salons. We analyse how customers embody thoughts about and emotional responses to the service provided. Rather than separating mind and body, we identify precise moments where customers draw service employees into their experience during live interaction. In so doing, the paper offers a vantage point from which to think anew about the customer experience as something that is public, shared, and thus accountable.

Item Type:Article
Uncontrolled Keywords:Conversation analysis; customer experience; embodiment; ethnomethodology; service encounters; video analysis; Wittgenstein
Group:Faculty of Media & Communication
ID Code:39179
Deposited By: Symplectic RT2
Deposited On:22 Nov 2023 16:33
Last Modified:22 Nov 2023 16:33


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