|Author(s)||Kiyoteru Kitano, Yutaka Yamauchi, Takeshi Hiramoto|
|Title||The Ordering of Fast Food Using Menu|
|Editor(s)||Takashi Maeno, Yuriko Sawatani, Tatsunori Hara|
|Tag(s)||EMCA, Design, Service Encounter, Boundary object, Value co-creation|
|Book title||Serviceology for Designing the Future|
Fast-food services are highly routinized and standardized. Previous studies have insisted that service routinization and standardization was treated as a top-down or automatic process in which interactants master their respective roles through learning scripts. However, we suppose that service routinization is achieved through the contingent, situated actual interaction between service providers and consumers. Therefore, we focused on the process of actual service encounters and analyzed how routinization and standardization standardized are achieved. Indeed, we videotaped ten actual customer interactions at a certain hamburger restaurant, and analyzed them by using conversation analysis based on ethnomethodology.