Using Scripts To Understand The Customer's Side Of The Service Process
Although much research has been done on customer integration and customer orientation, most work has focused on the supplier side of the company. The authors want to show that more attention for the customer's perception of the service process might result in superior results in value creation. Therefore they focus on customer scripts as a cognitive concept. They review relevant literature from research on customer integration, presentation of service processes and script theory, including an empirical validation of the effect of scripts on the overall service performance. Scripts do have a positive influence on service performance, namely on customer satisfaction. Besides, in different service settings, customer scripts can help to reduce transaction costs.