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From production to performance: solving the positioning dilemma in dental practice
James Armstrong1, Leyland Pitt, Pierre Berthon
1AARM Dental Group, Vancouver, British Columbia, Canada.
Background:
Thriving dental practices are excellent at providing a warm personal experience or are efficient, fast and cost-effective. Those that that attempt to do both end up being mediocre at just about everything.
Conclusions:
Introducing ideas from dramaturgy and service simultaneity in the services marketing literature, the authors provide a model for the conceptualization and redesign of the dental practice.
Practice Implications:
Successful dental practices will be those that concentrate on low customization of activities in the back office or high customization of activities in the front office.
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