The Ordering of Fast Food Using Menu

  • Kiyoteru KitanoEmail author
  • Yutaka Yamauchi
  • Takeshi Hiramoto
Conference paper


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.


Service encounter Ethnomethodology Value co-creation Boundary object 


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Copyright information

© Springer Japan 2016

Authors and Affiliations

  • Kiyoteru Kitano
    • 1
    Email author
  • Yutaka Yamauchi
    • 1
  • Takeshi Hiramoto
    • 1
  1. 1.Graduate School of ManagementKyoto UniversitySakyo-ku, KyotoJapan

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