Script Usage in Standardized and Customized Service Encounters: Implications for Perceived Service Quality
Script Usage in Standardized and Customized Service Encounters: Implications for Perceived Service Quality
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DOI：
10.1111/j.1937-5956.2012.01382.x
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发表时间：
2013-05
影响因子：
5
通讯作者：
L. Victorino;R. Verma;Don G. Wardell
中科院分区：
文献类型：
--
作者：
L. Victorino;R. Verma;Don G. Wardell
本研究探讨了口头脚本对两种不同服务流程类型的客户感知服务质量的影响。我们设计了一个视频实验，该实验改变了标准化和定制服务体验的口头脚本水平。我们发现，在标准化的服务体验中，口头脚本水平的提高对感知的服务质量没有影响。然而，对于定制的遭遇，感知的服务质量受到了影响。更具体地说，平均而言，定制服务流程的主要脚本化遭遇导致受访者对服务质量的感知最低。由于口头脚本被证明会影响客户对服务质量的看法，因此我们建议服务提供商关于口头脚本程度的决定是一个重要的服务设计考虑因素。
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.