Script messages also come from attributions, when individuals are influenced by leaders and socially significant individuals. For instance, customers buy certain products or services because their favourite celebrity does it. In this regard, the role of leaders is very important. Companies can improve their marketing performance through attributions. For instance, the company can use the celebrity endorsement to persuade the public to buy the service the celebrity uses. Customers are likely to buy the service not because they really need it but because the celebrity does it. Therefore, they buy the service just to be like the celebrity.
Script messages may come from suggestions, when individuals receive indirect messages and follow them. In this regard, service marketing should use different tools to convey indirect messages to the target customer group. In fact, indirect messages are very effective, because aggressive advertising, for instance, may bother customers and discourage them from buying services of the company conducting the advertising campaign. On the other hand, if they receive positive indirect messages about the company’s services, they are likely to buy those services too. For instance, a company can use social networks to convey the message that their service is good and useful for accomplishment of certain tasks. The company draws the attention of customers to those tasks, while the service the company actually offer turns to be a complementary service, which customers will need to perform those tasks. In such a way, indirect messaging works.
Script messages also come from injunction, when individuals have or face specific demands. For instance, a promotional slogan “Buy our services!”ť is a case of the injunction. In fact, this approach is quite the contrary to indirect messaging. Such approach may be quite aggressive and risky to implement because customers may dislike, when the company pushes on them directly (Spiegel, 2003). In actuality, service marketing needs more sophisticated tools to promote its services to customers and to shape the customer behaviour in the desired way.
In this regard, companies may use the theatrical perspective theory to understand the behaviour of customers and to shape it. The theatrical perspective theory focuses on mise-en-scene or metatext as a vehicle for consumer analysis. Companies operating in the service marketing can create specific mise-en-scene to understand the behaviour of customers in the specific environment or in response to certain changes. For instance, a company can prepare the introduction of the new service, but the company is uncertain whether customers will enjoy this service or not. Therefore, the company may change an existing service and include some characteristics of the new service to analyze the behaviour of customers (Spiegel, 2003). Alternatively, the company may introduce the service in the limited area, for instance in a town. The company will then collect information on changes in the behaviour of customers, and if those changes are positive, the company can introduce the new service for all customers.
The theatrical perspective theory acknowledges the value of nurturing and enhancing the critical capacity of an audience and to develop the desired customer behaviour. In fact, companies should focus on the development of the target customer behaviour through the formation of values and norms, which contribute to the target customer behaviour. For instance, the emergence of mobile phones has led to the consistent change in the conventional communication of people. They have developed absolutely new models of behaviour, which they follow in their regular life. In such a way, companies should develop specific values and traditions that will attract customers to their services.
Customers should have a rather holistic than fragmentary view of the performance. They should understand clearly what they have to do and why. In fact, customers should have the clear vision of the company and its services. Otherwise, if the information they have is fragmentary, they are unlikely to buy services of the company because they are uncertain of effects of buying those services. Moreover, if they cannot use the full potential of the services they buy, they just fail to enjoy the services. Instead, the holistic view of the service can help customers to make the conscious choice in favour of the service.
Thus, taking into account all above mentioned, it is important to place emphasis on the fact that the development of the contemporary services marketing relies heavily on the understanding of the customer behaviour and shaping it. Customers can change their behaviour under the impact of their social environment and other factors, which companies have to take into consideration while developing their marketing strategy. In this regard, the use of the role theory, the theatrical perspective theory, and the script theory can be helpful to elaborate an effective marketing strategy and to shape the customer behaviour in the desirable way. In such a way, companies can use different tools to shape the customer’s views and values and to make them buying their services.