Nature and Function of Scripts in the Evaluation of Service Experiences

Mark P. Healey, University of Leeds, UK
This research examines how cognitive scripts shape the evaluation of service encounters. Based on an updated conceptualization of the script concept, script-based norms are theorized to be cognitively constructed from extant script knowledge to act as standards of comparison that shape evaluations. Findings from a two-stage experiment confirm that experienced consumers draw heavily on script-based norms to comparatively evaluate service transactions, and that these norms are consistent with the nature of script knowledge both as conceptualized and as elicited prior to consumption. The findings offer to challenge and enrich current models of consumer satisfaction and reactions to service experiences.
[ to cite ]:
Mark P. Healey (2008) ,"Nature and Function of Scripts in the Evaluation of Service Experiences", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 966-966.