Service Scripts Implementation Gaps: A Conceptual Model

More and more service firms are using structured scripts to educate their employees and customers about their roles in service delivery. One of the management challenges for the service firms is effective implementation of the scripts. Using a grounded theory methodology, this research identifies three potential gaps in the implementation process of scripts: communication gaps, variability gaps and follow-up gaps. Service organisations often fail to use effective communication modes and follow-up practices that can ensure adequate rehearsal before implementation. In this study, initial steps identifying the gaps in the implementation process of service scripts and variables explaining those gaps has been taken that may prove useful for further studies to refine the gap model with elimination of less important and addition of new variables suggested by further research.