Année
2026
Auteurs
DION Delphine, DUBREUIL Clément, Berger-Remy Fabienne
Abstract
Existing research has largely conceptualized craftsmanship through a communicative lens, focusing on the ways in which craft qualities are conveyed symbolically through brand narratives and marketing communications. Our research complements that perspective by examining how craftsmanship is enacted within service encounters. Grounded in the sociology of craftsmanship and practice theory, we explore how craftsmanship unfolds in a fine-dining restaurant. Theoretically, we advance marketing research by introducing a practice-based view of craftsmanship and identifying the bundle of practices that enact craftsmanship in the service encounter. We also clarify the link between craftsmanship and luxury. Our analysis offers a deeper understanding of the role of customers, the significance of micro-gestures in service interactions, the interplay between frontstage and backstage, and the ethical orientation of craftsmanship. This study derives actionable insights for firms aiming to foster deeper customer engagement with craftsmanship.
BERGER-REMY, F., DION, D. et DUBREUIL, C. (2026). Craftsmanship in the service encounter: A practice-based view. International Journal of Research in Marketing, In press.