... high-contact services? 4. Use Figures 3. 8 and 3. 9, plus Table 3. 2, to develop a profile of the service marketing system for a variety of services—hospital, airline, consulting engineer or legal service, ... P. Fisk, and Joby John, "Services as Theater: Guidelines and Implications," in Handbook of Service Marketing and Management, ed.Teresa A. Schwartz and Dawn Iacobucci (Thousand Oaks, ... customers to see some of these backstage elements and how would you do it? 68 PART TWO • THE SERVICE CUSTOMER FIGURE 3. 9 The Service Marketing System for a Low-Contact Service service marketing...