The Sequence of Scripted Service Encounters

• In Event: SERVICE SYSTEMS: Service Experience Design

Abstract

Customers are often involved in a series of encounters that, when taken together, represent their overall service experience. Using a video experiment, we investigate the application of similar or differing script levels for a series of encounters to understand how customer perceptions of service performance are influenced.

Authors

• Don G. Wardell, University of Utah Eccles School

• Liana Victorino, University of Victoria

• Michael J. Dixon, Ivey Business School

• Rohit Verma, Cornell University