Show simple item record

dc.contributor.authorVictorino, Liana
dc.contributor.authorVerma, Rohit
dc.contributor.authorWardell, Don
dc.date.accessioned2020-09-10T15:27:32Z
dc.date.available2020-09-10T15:27:32Z
dc.date.issued2008-12-01
dc.identifier.other6535328
dc.identifier.urihttps://hdl.handle.net/1813/71153
dc.description.abstractMany hospitality services are scripted, under the theory that scripts are an efficient method of ensuring a consistent level of service quality. However, few empirical studies have examined how the use of scripts affects the customer’s view of service quality. 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. This study suggests that hotel managers should be circumspect in scripting customized encounters, but may apply scripts to standardized services without diminishing perceptions of service quality.
dc.language.isoen_US
dc.rightsRequired Publisher Statement: © Cornell University. This report may not be reproduced or distributed without the express permission of the publisher
dc.subjecthospitality
dc.subjectservice scripting
dc.subjectcustomer service
dc.subjectguest interactions
dc.titleService Scripting: A Customer’s Perspective of Quality and Performance
dc.typearticle
dc.description.legacydownloadsVerma_202008_20Service_20scripting.pdf: 2049 downloads, before Aug. 1, 2020.
local.authorAffiliationVerma, Rohit: rv54@cornell.edu Cornell University


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record

Statistics