How Does Role and Script Theory Apply to Services Marketing

question 53

Multiple Choice

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.

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Definitions:

Leader Values

The principles and ethical standards that guide a leader's behavior and decision-making processes.

Impact

The strong effect or influence that something has on a situation, person, or environment.

Leadership Effectiveness

The extent to which a leader successfully achieves desired outcomes by motivating and guiding others.

Characteristics

Features or qualities that identify and distinguish a person, object, or phenomenon.