Script Usage in Standardized and Customized Service Encounters: Implications for Perceived Service Quality

• 成果类型: Article
• 署名作者: Victorino, Liana; Verma, Rohit; Wardell, Don G.
• 署名单位: University of Victoria; Cornell University; Utah System of Higher Education; University of Utah
• 刊物名称: PRODUCTION AND OPERATIONS MANAGEMENT
• ISSN/ISSBN: 1059-1478
• DOI: 10.1111/j.1937-5956.2012.01382.x
• 发表日期: 2013
• 页码: 518-534
• 关键词: service script; Service Design; service quality; service encounter; video experiment

摘要

This study examines the effect that verbal scripts have on customer perceived service quality for two distinct service process types. We designed a video experiment that varied the level of verbal scripting for standardized and customized service encounters. We found that in standardized service encounters, an increase in the level of verbal scripting had no effect on perceived service quality. However, for customized encounters, perceived service quality was impacted. More specifically, a predominantly scripted encounter for customized service processes, on average, resulted in the lowest perception of service quality by respondents. Since verbal scripting was shown to impact customer perceptions of service quality, we suggest that a service provider's decision regarding the degree of verbal scripting is an important service design consideration.