Can Customers Detect Script Usage in Service Encounters? An Experimental Video Analysis

Service scripts are predetermined guides for employees to follow when delivering service to customers. Some services require employees to strictly follow a script, whereas others use scripts more flexibly, if at all. Extant research regarding service scripts in the domain of service operations has mainly addressed the topic from more of a process view as a control mechanism for the encounter but minimal research has examined customer perceptions of scripted service. The authors examine a pivotal first question, which is if customers can detect different approaches to script use. To answer the question, the authors conducted a video experiment of face‐to‐face service encounters in the hospitality industry. The results indicate that customers can detect degrees of script use across both standardized and customized encounter types. This work serves as initial empirical evidence that customers are indeed capable of detecting subtleties in scripting approaches in different service situations and supports that script level is an important service design construct for research. Furthermore, the authors highlight the use of a video experiment as an innovative methodology for assessing customer perceptions of intangible aspects to services in a realistic setting. One implication of this study is that managers need to assess the impact that different script levels have on customer perceptions of various service performance measures. Managers should also consider the effect script detection has on customer perceptions of the service experience and service brand to assure their script approach aligns with the organization’s service strategy

Can Customers Detect Script Usage in Service Encounters? An Experimental Video Analysis

Service scripts are predetermined guides for employees to follow when delivering service to customers. Some services require employees to strictly follow a script, whereas others use scripts more flexibly, if at all. Extant research regarding service scripts in the domain of service operations has mainly addressed the topic from more of a process view as a control mechanism for the encounter but minimal research has examined customer perceptions of scripted service. The authors examine a pivotal first question, which is if customers can detect different approaches to script use. To answer the question, the authors conducted a video experiment of face‐to‐face service encounters in the hospitality industry. The results indicate that customers can detect degrees of script use across both standardized and customized encounter types. This work serves as initial empirical evidence that customers are indeed capable of detecting subtleties in scripting approaches in different service situations and supports that script level is an important service design construct for research. Furthermore, the authors highlight the use of a video experiment as an innovative methodology for assessing customer perceptions of intangible aspects to services in a realistic setting. One implication of this study is that managers need to assess the impact that different script levels have on customer perceptions of various service performance measures. Managers should also consider the effect script detection has on customer perceptions of the service experience and service brand to assure their script approach aligns with the organization’s service strategy.Verma15_Can_Customers_detect_script_usage.pdf: 1196 downloads, before Aug. 1, 2020

Residues in the first transmembrane domain of the Caenorhabditis elegans GABA(A) receptor confer sensitivity to the neurosteroid pregnenolone sulfate

1. The GABA(A) receptor is a target of endogenous and synthetic neurosteroids. Little is known about the residues required for neurosteroid action on GABA(A) receptors. We have investigated pregnenolone sulfate (PS) inhibition of the Caenorhabditis elegans UNC-49 GABA receptor, a close homolog of the mammalian GABA(A) receptor. 2. The UNC-49 locus encodes two GABA receptor subunits, UNC-49B and UNC-49C. UNC-49C is sensitive to PS but UNC-49B is not sensitive. By analyzing chimeric receptors and receptors containing site-directed mutations, we identified two regions required for PS inhibition. 3. Four residues in the first transmembrane domain are required for the majority of the sensitivity to PS, but a charged extracellular residue at the end of the M2 helix also plays a role. Strikingly, mutation of one additional M1 residue reverses the effect of PS from an inhibitor to an enhancer of receptor function. 4. Mutating the M1 domain had little effect on sensitivity to the inhibitor picrotoxin, suggesting that these residues may mediate neurosteroid action specifically, and not allosteric regulation in general