Are your customers good enough for your service business?

Abstract

Executive Overview Services businesses have the unique characteristic that their efficiency is at least partially driven by the performance of their consumers, who are active participants in the production process. Not only that, but consumer performance also drives satisfaction. This article draws on cognitive psychology to suggest that script theory can unify the needs of the service organization and the customer. This consumer-behavior perspective is used to define the key tasks for managing consumer performance.

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