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It's business doing pleasure with you: Sh! A women's sex shop case

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An exploratory case study of the features of the service encounter within the concept shop Sh! forms the starting-point for building theory to describe and conceptualize such encounters. Sex shops exclusively targeted at women are a new and ground-breaking phenomenon, challenging the traditional notion of sex shops as male domains. Illustrates a shift towards a postmodernist merging of production and consumption patterns. The participant observation study investigates the drama perspective of the servuction systems model as a potential framework applicable to the intersubjective construction of a postmodern feminist perspective of hedonistic consumption. Concludes that Sh! offers unique opportunities for co-creations of a new service encounter - a female playspace.
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Keywords: Consumer Behaviour; Feminism; Gender; Postmodernism; Retailing; Services Marketing

Document Type: Research Article

Publication date: July 1, 1997

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