Customer experience management, Marketing, Goods
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Customer experience management, Marketing, Goods


  • Undergraduate
  • 603

Short excerpt:

Scripts are a technique that mass service companies implement for providing both consistency and efficiency in service delivery so as to create a sense of security for customers and employees alike (Johnston 255). It is important for service providers to assess the customer scripts before designing service facilities or service solutions for the customers. It is a hard task sometimes because to grasp and analyze customer scripts, the service operators must be able to understand unspoken or implicit knowledge regarding the customers. This unspoken knowledge is about the customer experience more than what he did. For example, when a customer gets served in a restaurant, his serving and his experience at the restaurant both count. Therefore, to model customer scripts in an efficient manner,

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