11.3.2 Script theory
Script theory is an extension of role theory. In role theory, employees are likened to actors on a stage, so with script theory, we think of them as using scripts.
Script theory is concerned with the use of key words and phrases which both participants recognise, and in effect can be used by employees to guide the customer through a transaction. Many organisations prepare scripts for emergency situations such as bomb threats and handling customer complaints because during service interruptions, panic or stress can interfere with the ability of an employee to think clearly. The script then becomes a device for coping with problems.
A basic difference between role and script theory is that role theory is based on the commonality of behaviour across individuals with the focus on only the interpersonal service encounter. Script theory however, is based on the individual differences arising from social and cultural experience and relates to the total service experience.
Below is an example of a simple script for telephone use in a company:
- The telephone is to be answered within three rings by the nearest person. But do not leave a customer you are attending in order to answer the phone
- Company phones are not to be used for personal business. Incoming calls for employees will not be permitted except in emergencies
- Employees answering the telephone should say 'Good (morning/afternoon/ evening) (name of organisation) (your location) (your name) speaking, how may I help you?'
- Always thank the caller. Say 'Thank you for calling' before hanging up.
Now that we have some background of the participants in the service encounter, the next section discusses the next important element in the expanded marketing mix: process.
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