Communicative Aspects of the Service Encounter

Abstract

Ninety-six subjects listened to audio tapes of hotel reservationists taking a telephone inquiry using different communication styles and different levels of role competence. Results showed a convergent style of communication was rated more highly, especially at lower levels of role competency. Sex of subject also influenced the ratings of the reservationists, with female subjects generally giving higher ratings than male subjects. Although product knowledge is important, more attention should be paid to training service providers in how to communicate that knowledge. Key Words: service encounter, communication accommodation theory, role competence, training. The hospitality industry provides a unique product, as it relies heavily on the sale of intangibles. As a consequence, many of the &dquo;moments of truth&dquo; are social encounters, and it is the experience associated with the encounter which is a determinant of customer satisfaction or dissatisfaction. The manner in which a service provider interacts with a customer will directly influence the customer’s service experience. Indeed, it is argued that the service provider conveys the &dquo;personality&dquo; of