Applying Dramaturgy Theory in Computer Maintenance Services

ABSTRACT

This study applied dramaturgy theory, which describes the interaction between actors and audiences in a play (Goffman, 1959 Goffman, E. (1959). The presentation of self in everyday life. New York, NY: Doubleday Anchor Books. Google Scholar]), to investigate the roles of front stage and backstage services in the computer maintenance industry. A questionnaire was employed to collect data, with 201 valid responses analyzed. The results indicated that both general users and corporate users evaluated the performance of the front stage as a more critical factor than the backstage. Moreover, assembled computer users pay greater attention to backstage performance compared to brand computer users. Furthermore, consumers who preferred brand service centers emphasized the front stage service personnel appearance and service environment more than did those who preferred nonbrand service centers.