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COM 597, Fall 2011 – Reading Guide Questions for September 7

For Ford, Chapter 3

1. How do the norms of bureaucratization play out in the interactions you have as a service provider or as a customer/client?  Do they help or hurt?

2. Why characterize bureaucratization as manipulative?

3. How does the decision on when to initiate a service interaction impact service?  When are these choices competent (i.e., effective and appropriate)?  When aren't they?

4. Why characterize scripts as manipulative?

5. Have you experienced (or used) any of Rafaeli's four strategies for cashiers to gain control over customers?  To what effect?

6. Have you experienced (or used) any of Marwell and Schmitt's compliance gaining strategies in a way that you *wouldn't* consider manipulative?  To what effect?

7. As a customer/client, how do you react to the emotion management strategies Ford describes?  As a service provider, how do you react to the "customers participation" strategies she describes?

For Ford, Chapter 4

1. What communication concepts you've learned in other COM classes help explain why the customer orientation strategies Ford identifies would work?  Dig all the way back to COM 114 if it helps.

2. What is interaction involvement?  How have Cegala's three dimensions of interaction involvement played out in service interactions you've participated in (as a service provider or a customer/client?)

3. Compare the use of Northouse and Northouses's typolgy of responses to the use of a script?  What are the advantages and disadvantages of each?

4. To what extent do Waitzkin's findings about physician-patient interactions ring true to your experience?  Bertakis's findings about explanations?  What implications do these have for the quality of care you receive?

5. What examples of directive guidance, nondirective support, positive social interaction, and tangible assistance have you offered as a service provider?  Experienced as a customer/client?  To what effect?

6. Are the findings on customer participation Ford summarizes consistent with your own experience?  How?  How not?

7. What do you think of Ford's courteous-manipulative-personalized typology of service?  Does it account for all service interactions?  Help you distinguish among them?  How might you use it?


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