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Le script de service: fondements du concept et applications au marketing des services

Author

Listed:
  • Chiara Orsingher

    (UNIBO - Alma Mater Studiorum Università di Bologna = University of Bologna)

Abstract

L'objectif de cet article est de clarifier et d'approfondir le concept de script de service, un concept issu de la théorie psychologique des scripts cognitifs. L'article commence par la définition du concept et l'analyse de ses fonctions. Il présente ensuite l'apport des scripts cognitifs à l'étude de trois thèmes de recherche en marketing des services: la relation entre le personnel en contact et le client, le comportement du client et sa satisfaction. Enfin, il illustre les différentes mesures du script cognitif et discute les limites de ce concept ainsi que ses applications futures.

Suggested Citation

  • Chiara Orsingher, 2006. "Le script de service: fondements du concept et applications au marketing des services," Post-Print hal-02023892, HAL.
    • Handle: RePEc:hal:journl:hal-02023892
    DOI: 10.1177/076737010602100306
    as

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    Citations

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    Cited by:

    1. Aurélien Rouquet & Fanny Reniou & Kiane Goudarzi, 2013. "Le client acteur de l’organisation : enjeux et perspectives pour les sciences de gestion," Post-Print hal-01123721, HAL.
    2. François Meyssonnier, 2011. "Le contrôle de gestion des services : Réflexion sur l'instrumentation et les concepts," Post-Print hal-00650555, HAL.
    3. Anne-Marie Lebrun & Che-Jen Su & Patrick Bouchet, 2021. "A More Sustainable Management of Domestic Tourists in Protected Natural Parks: A New Trend in Sport Tourism after the Covid-19 Pandemic?," Sustainability, MDPI, vol. 13(14), pages 1-21, July.
    4. François Meyssonnier, 2012. "Le contrôle de gestion des services : réflexion sur les fondements et l'instrumentation," Working Papers hal-00694326, HAL.
    5. Pénélope Codello-Guijarro & Muriel Jougleux & Carole Camisullis & Mathias Szpirglas, 2012. "Co-production models and organizational control of deviant customer behavior : the example of peer-to-peer car-sharing," Post-Print hal-01122938, HAL.
    6. Pascal Goureaux & François Meyssonnier, 2009. "Business Models et contrôle opérationnel dans les services : Le cas de la gestion conjointe des coûts, de la qualité et des délais dans la restauration commerciale," Working Papers hal-00419282, HAL.
    7. Lionel Nicod & Élodie Mallor & Sylvie Llosa, 2023. "L’influence de l’aide à participer en magasin sur la satisfaction client : une approche par le modèle tétraclasse," Post-Print hal-04311121, HAL.
    8. Lionel Nicod & Sylvie Llosa, 2018. "How should customers be trained in their role as coproducers? The influence of training and its characteristics on the benefits of coproduction," Post-Print hal-03513344, HAL.

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