Script Usage in Standardized and Customized Service Encounters: Implications for Perceived Service Quality
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 enc...
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| Veröffentlicht in: | Production and operations management 2013-05, Vol.22 (3), p.518-534 |
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| container_title | Production and operations management |
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| creator | Victorino, Liana Verma, Rohit Wardell, Don G. |
| description | 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. |
| doi_str_mv | 10.1111/j.1937-5956.2012.01382.x |
| format | Article |
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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. 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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.</description><subject>Customization</subject><subject>Impact analysis</subject><subject>Operations research</subject><subject>Perceptions</subject><subject>Quality of service</subject><subject>service design</subject><subject>service encounter</subject><subject>service quality</subject><subject>service script</subject><subject>Studies</subject><subject>video experiment</subject><issn>1059-1478</issn><issn>1937-5956</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2013</creationdate><recordtype>article</recordtype><recordid>eNqNkE1LwzAYx4soOKffIeC5NS9N03oQZGxzMN2kiuIlpGkqqVs7k3ZufnrbVcZumkueh_xfws9xAIIeas5V7qGIMJdGNPAwRNiDiITY2xw5vf3DcTNDGrnIZ-Gpc2ZtDiFkBMOek8fS6FUFnq14V0AXIK5EkQqT6m-VgmYEg9pW5XK3xsqstVRgWMiyLipl7DWYLFcLLUWly8KCrDRgroxUen0gf6zFQlfbc-ckEwurLn7vvhOPhk-DO3c6G08Gt1NXUsiwmxDmw4QmEYVJSqXMoKSKJhRjLH0oFZMpExETCSMpQRlGQRiGLJCoUShC-s5ll7oy5WetbMXzsjZFU8gRRQRTHJBWFXYqaUprjcr4yuilMFuOIG-58py3-HiLj7dc-Y4r3zTWm876pRdq-28fn8_u43ZsAmgX0CI_-N3fxW7n07ZSm32xMB88YIRR_vIw5m9j6o-mEeav5AcMXp6Q</recordid><startdate>201305</startdate><enddate>201305</enddate><creator>Victorino, Liana</creator><creator>Verma, Rohit</creator><creator>Wardell, Don G.</creator><general>Blackwell Publishing Ltd</general><general>SAGE Publications</general><general>Blackwell Publishers Inc</general><scope>BSCLL</scope><scope>AAYXX</scope><scope>CITATION</scope></search><sort><creationdate>201305</creationdate><title>Script Usage in Standardized and Customized Service Encounters: Implications for Perceived Service Quality</title><author>Victorino, Liana ; Verma, Rohit ; Wardell, Don G.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c5072-b3740b5b950bd5ccf0c5e5b5222c40ce7cd7a97ab73d31f21688876c1522e33</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2013</creationdate><topic>Customization</topic><topic>Impact analysis</topic><topic>Operations research</topic><topic>Perceptions</topic><topic>Quality of service</topic><topic>service design</topic><topic>service encounter</topic><topic>service quality</topic><topic>service script</topic><topic>Studies</topic><topic>video experiment</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Victorino, Liana</creatorcontrib><creatorcontrib>Verma, Rohit</creatorcontrib><creatorcontrib>Wardell, Don G.</creatorcontrib><collection>Istex</collection><collection>CrossRef</collection><jtitle>Production and operations management</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Victorino, Liana</au><au>Verma, Rohit</au><au>Wardell, Don G.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Script Usage in Standardized and Customized Service Encounters: Implications for Perceived Service Quality</atitle><jtitle>Production and operations management</jtitle><addtitle>Prod Oper Manag</addtitle><date>2013-05</date><risdate>2013</risdate><volume>22</volume><issue>3</issue><spage>518</spage><epage>534</epage><pages>518-534</pages><issn>1059-1478</issn><eissn>1937-5956</eissn><coden>POMAEN</coden><abstract>This study examines the effect that verbal scripts have on customer perceived service quality for two distinct service process types. 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| ispartof | Production and operations management, 2013-05, Vol.22 (3), p.518-534 |
| issn | 1059-1478 1937-5956 |
| language | eng |
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| source | EBSCOhost Business Source Complete; SAGE Complete A-Z List; Wiley Online Library All Journals |
| subjects | Customization Impact analysis Operations research Perceptions Quality of service service design service encounter service quality service script Studies video experiment |
| title | Script Usage in Standardized and Customized Service Encounters: Implications for Perceived Service Quality |
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