How does service scripting influence customers’ perceptions of service quality?

I found this study on the influence of service scripting on customers’ perceptions of service quality very instructive.  Please note particularly:

“Using videotape scenarios in an experimental setting, this study tests the effects that scripts have on perceptions of service quality in two types of hotel service interactions—namely, a standardized encounter (in this case, check-in) and a customized encounter (i.e., concierge service). As a starting point, this study found that customers are able to detect when scripts are in use in both kinds of interactions. Moreover, the study points out the value of taking customers’ views into account when designing services. For the standardized interaction, respondents to this study reported no difference in their perceptions of service quality regardless of whether the scenario was highly scripted, moderately scripted, or relaxed (essentially, improvised). In contrast, for the concierge service, respondents perceived that a heavy use of scripting diminished service quality. At the same time, a moderate or relaxed approach to scripting for the customized concierge scenarios had no effect on respondents’ perception of service quality.”

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About Arie Goldshlager

Customer Insight, Customer Strategy, and Innovation Consultant
This entry was posted in Customer Experience, Customer Service. Bookmark the permalink.

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