journal fever 9 wendell
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Journal Fever #9
AncientSpecies
Leimens
Pharaoh Ray
Lovely dinner boxes
Introduction Paper this week:
Can Customers Detect Script Usage in
Service Encounters? An Experimental Video Analysis
Journal: Journal of Service Research
5-year Impact factor: 4.138
Year: 2012, May
Cited times: 46
Author:
Liana Victorino, Rohit Verma, Bryan L. Bonner, Don G. Wardell
Key words:
service scripts, service encounter, service design, video
experiment
Before we start…
Service Script
‘Never say ‘Hello’ to a guest; always opt for a more formal
greeting like ‘Good Morning.’
Research BackgroundPast researches on scripts:
• Organizational Behavior: job designs
• Operation: SOPs
• Marketing: structured expectations
Only one empirical study that investigated service
scripts (Schau, Dellande, and Gilly 2007)
• They observed that on-script encounters resulted in
fewer negative outcomes overall but were less
frequently associated with positive gestures or
comments by customers when compared to the deviated
encounters
Research BackgroundService scripts usually imply the necessary requirements of emotional labor
Emotional Labor:• Surface acting• Deep acting
Groth, Hennig-Thurau, and Walsh (2009):• customer detection accuracy can act as a moderator
that strengthens the relationship between the emotional labor strategy and customer outcomes
• as a customer’s detection ability becomes more accurate, it enhanced the influence of the emotional labor strategy, such as increasing the positive benefits of deep acting
Script level(service provider)
and
Script Detection(customer)
Research Questions
MethodologyVideo Experiment
Prior to the video experiment:• Interviews with employees (N= 9) and
managers (N = 8) from different industries• Gather examples of script rules to apply within
experimental vignettes
Pilot study:• Graduate students• First round: to test the written scenarios (n=14)• Second round: scenario testing(N=71 for standardized and N=59 for customized)
Methodology
Video development• Based on the written scenarios• Hire professional crews to film and edit the
clips• Used a hotel’s lobby as the scene• Over the shoulder focused• Four clip types• Impromptu• Relaxation of script• Moderately scripted• Predominantly scripted.
Sample:• Online questionnaire• 456 respondents (of 1,000 requests)• 70% have service experience in the case hotel
within 1 year
Manipulation:• Scenario: hotel• Customized service(concierge )or standardized
service(Hotel chek-in)• Three levels of scripting
levels(predominantly scripted to a relaxed approach)
Methodology
Sample Characteristics
Data Analyses & Results
PCA(Principle component analysis)• To RQ1• Service script presence as the dependent variable
Data Analyses & Results
ANOVA(Analysis of Variance)
• RQ2
• 3X2 design
Data Analyses & Results
processscript level predominant moderate relaxed
standardized
Each cell contain more than 45 repliescustomized
ANOVA(Analysis of Variance)
Data Analyses & Results
ANOVA(Analysis of Variance)• personal bias testing
Data Analyses & Results
Conclusion
1. Script level could be reliably perceived
by customers
2. Types of process (standardized or
customized)moderate customer’s
perception accuracy
3. Customers’ Backgrounds don’t matter
Welcome to the world!