A FRAMEWORK FOR THE APPLICATION OF UNCERTAINTY REDUCTION (UCR) THEORY TO SERVICE ENCOUNTERS

We often know what comes next from the first few words of a conversation or interaction. If the interaction is in the context of a service encounter, whether for the customer or the service provider, those first few words may lead to satisfactory or unsatisfactory perceptions of service quality. This paper presents a communications perspective on the initial interaction of the service encounter in order to suggest a new way service quality issues may be addressed It examines the service encounter from the perspective of uncertainty reduction (UCR) theory. Interpersonal communication theories can inform service system designers and service managers with regard to the service encounter. Reducing uncertainty between customers and service workers in the service encounter should increase perceived service quality experiences. The twelve propositions presented represent the types of issues that might be addressed by future empirical studies.