How does role and script theory apply to services marketing?
A)It says service employees should learn lines to deliver, rather than using their own words.
B)It says each service encounter is like a drama in which service employees and customers have roles to play.
C)It says service encounters are artificial situations, like plays or cinema.
D)It says services marketers should prepare scripts for their employees to follow.
E)It says service encounters should be dramatic events that are exciting every time.

Question

Quizplus · Accepted Answer

Role and script theory suggests that service encounters can be thought of as a "drama" in which service employees and customers have specific roles to play. This can help service marketers understand and manage the expectations and behaviors of both employees and customers in a given service encounter.

How Does Role and Script Theory Apply to Services Marketing