Mutual Understanding Between Customers and Employees in Service Encounters

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Role and script theory are relied on to suggest hypotheses for when these conditions leading to mutual understanding are most likely to occur. In service encounters, where interactions between employees and the customer often become part of the service itself in the customer's mind, not only the service outcome but also the manner in which the service is delivered is important to the customer Parasuraman, Zeithaml, and Berry This paper looks at the results of two studies of memorable service encounters in three service industries Bitner, Booms, and Mohr in progress; Bitner, Booms, and Tetreault to gain an understanding of the interactions between contact employees and customers that lead customers to distinguish very satisfactory services from very dissatisfactory ones. Based on these studies, it is proposed that mutual understanding between the customer and employee is a major factor influencing customer satisfaction in service encounters. The construct mutual understanding is defined; then role and script theory are used to generate hypotheses about when mutual understanding is more or less likely to occur. Both employees Bitner, Booms, and Mohr in progress and frequent customers Bitner, Booms, and Tetreault of the hotel, restaurant, and airline industries were asked to describe the circumstances, employee behaviors, and results of the encounters.

Identified four sequential phases in the interpersonal relationship: 1. Orientation 2. Identification 3. Exploitation 4. People are meant en route for feel secure when a certain person is present, and to feel apprehensive when that person is absent. This desire for human contact can be thought of as a two-pronged need; the need for attachment and the need for affiliation. Attachment: the basic to form special close relationships Affiliation: the need to be with erstwhile people in general — a awareness of belonging to a larger arrange.

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