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Hospitality Leadership Through Learning
Faculty & Research

Service Scripting: A Customer’s Perspective of Quality and Performance

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Vol 8 No 20
By:  Liana Victorino Ph.D., Rohit Verma Ph.D., and Don Wardell Ph.D.

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Executive Summary: Many 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.

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If this CHR Report made a positive impact on your management approach or business operations, we welcome your commentary. We would like to post your comments on our website. Please submit your comments to js372@sha.cornell.edu and rohit.verma@cornell.edu.

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Comments

I had the pleasure of reading your article. I do, however, fear that it could mislead some. I agree with the concept that no service agent should repeat a script in a robotic fashion, however a scripted guideline of how to respond to particular chronic product issues or a particular order in which to handle phone calls, check in, transferring phone calls, etc... is very important in creating continuity amongst staff and ultimately lending credibility to your hotel.

Tiffany Gallagher
Director of Sales and Marketing/Assistant General Manager
Holiday Inn Syracuse/Liverpool


I do agree you have a strong point here, scripting does cramp one's style and get in the way of customization as opposed to its suitability in complementing standardization. The problem we face in Indian hotels is with the inability of staff to articulate themselves in English or maybe it’s with the Indian hotelier's obsession that 'perfect' English must be spoken during interaction with guests. On my travels outside of India I have found it quaint and charming when hotel staff communicate in a combination of broken English and their own language whether Spanish or Greek to get a message across... who cares about grammar!! (Customization!) Maybe we in India should also allow hotel staff to be more spontaneous...beyond the constraints of the very strict scripting that we advocate.
Thanks, very interesting!

Lemuel Herbert
Associate Vice President- Education & Organizational Development
Apeejay Surrendra Park Hotels

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About Rohit Verma Ph.D.

Rohit Verma is an associate professor of service operations management at the School of Hotel Administration, and also serves as the Executive Director for the Center for Hospitality Research. Prior to his current appointment, he was the George Eccles Professor of Management, David Eccles School of Business at the University of Utah. He has also taught MBA and executive development classes at DePaul University, Chicago, IL, University of Sydney, Australia, Norwegian School of Logistics, Norway, Helsinki School of Economics, Finland, and Indian School of Business, India. His research interests include new product/service design, quality management and process improvement, supplier selection strategies, and operations/marketing interrelated issues. He has published over 40 articles in prestigious business journals such as California Management Review, the Cornell Hospitality Quarterly, Decision Sciences, Journal of Operations Management, Journal of Product Innovation Management, Journal of Service Research, MIT Sloan Management Review, Production and Operations Management, and other journals. His research has been sponsored by the Hospitality Sales Association International (HSMAI), United States Forest Service, Marketing Science Institute, and various corporations such as CSFB, First Chicago, NCR Knowledge Lab, General Growth Properties, Siemens, Mead Johnson, Kimberley Clarks, Hammerson and others. Verma has received several teaching and research awards including the "Skinner Award For Early Career Research Accomplishments" from the Production and Operations Management Society; "Spirit of Inquiry Award" the highest honor for scholarly activities within DePaul University; “Teaching Innovation Award” DePaul University; and “Doctoral faculty Teaching Award” University of Utah. He serves as the associate editor of Journal of Operations Management, and Decision Sciences; senior editor of Production and Operations Management; and editorial board member of Journal of Service Research, and the Cornell Hospitality Quarterly. He also served as guest editor for four issues of the Journal of Operations Management on topics related to effective management of service businesses.

For more information visit http://www.hotelschool.cornell.edu/research/facultybios/faculty.html?id=179