Abstract
The purpose of this study was to explore and compare the service encounter cognitive scripts existing between service providers and customers as utilized by fast-food chains. The semi-structured interviews were conducted with customers and employees of fast-food restaurants to examine and record their cognitive script with regard to dining in a fast-food restaurant. The findings suggest that the fast-food industry needs to place greater emphasis on the after counter service in order to make more of an impression on customers in relation to the complete service procedure with regard to service encounter scripts standardized by operators. By defining the differences in scripts that operate between customers and service providers, this offers an opportunity for improving the service encounter within industries oriented toward personal interaction.
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