Other consumers in service encounters: A script theoretical perspective

Hospitality service consumptions often involve sharing the service environment with other consumers. Drawing upon the Script Theory, this research provides a theoretical perspective of consumer responses to behaviors of other consumers in service encounters. The results from an experimental study provide strong support for the dual-mode consumer responses (felt emotions and displayed emotions) and for the moderating effect of psychological closeness on consumer responses. Managerial implications for training, service management and service design in hospitality businesses are also discussed.

► The present research offers a script theoretical perspective of the “other consumer” effect in service encounters.
► This study shows that consumers’ emotional responses are largely script-based.
► This research also models consumer responses to the behavior of others as a dual-mode process: felt emotions and displayed emotions.
► The results from an experimental study provide strong support for the dual-mode consumer responses and for the moderating effect of psychological closeness on consumer responses.