Service scripts implementation gaps : a conceptual model

Syed H. Rahman, Jim Wiley, Peter Thirkell

    Research output: Chapter in Book / Conference PaperConference Paper

    Abstract

    ![CDATA[More and more service firms are using structured scripts to educate their employees and customers about their roles in service delivery. One of the management challenges for the service firms is effective implementation of the scripts. Using a grounded theory methodology, this research identifies three potential gaps in the implementation process of scripts: communication gaps, variability gaps and follow-up gaps. Service organisations often fail to use effective communication modes and follow-up practices that can ensure adequate rehearsal before implementation. In this study, initial steps identifying the gaps in the implementation process of service scripts and variables explaining those gaps has been taken that may prove useful for further studies to refine the gap model with elimination of less important and addition of new variables suggested by further research.]]
    Original languageEnglish
    Title of host publicationANZMAC 2004: Marketing Accountabilities and Responsibilities, held at Wellington, New Zealand, 29 November-1 December 2004
    PublisherAustralian and New Zealand Marketing Academy
    Number of pages1
    ISBN (Print)0475222151
    Publication statusPublished - 2004
    EventAustralian and New Zealand Marketing Academy Conference -
    Duration: 1 Dec 2013 → …

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Period1/12/13 → …

    Keywords

    • customer services
    • service delivery with impact
    • communication
    • service scripts
    • implementation gaps
    • management

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