CEEAplA Working Paper Series 2011
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Browsing CEEAplA Working Paper Series 2011 by Author "Cunha, Miguel Pina e"
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- Structuring the service encounter : a test of alternativesPublication . Batista, Maria da Graça Câmara; Cunha, Miguel Pina e; Rego, ArménioPurpose – This paper analyses the influence of three different forms of structuring the service encounter (standardization, spontaneity, minimal structure) on the perception of service quality and job satisfaction. Design/methodology/approach – A simulation of service interaction was elaborated, where individuals received different instructions related to the structure they should consider (standardization, spontaneity, minimal structure). This study was complemented by a correlational one that accessed the type of structure used and satisfaction with the service interaction. Findings − The results suggest that higher levels of job satisfaction and service quality exist when minimal structures are used. Research limitation/implications – The first part of the study is a simulation. Practical implications – The findings help practitioners make more informed choices concerning the structures they adopt to manage service encounters. Originality/value – The study empirically explores the application of minimal structures to the service encounter.