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21–36). Thousand Oaks: Sage. 12 Grove, S. J. & Fisk, R. P. (1992). Observational data collection methods for services marketing: An overview. Academy of Marketing Science Journal, 20, 217–224. 13 Deighton, J. (1992). The consumption of performance. Journal of Consumer Research, 19, 362–371. 14 Clark, T. & Salaman, G. (1998). Creating the ‘right’ impression: Towards a dramaturgy of management consultancy. Services Industries Journal, 18, 18–38. 15 Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees.
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