Abstract
Scripts are traditionally used by many service firms. Service scripts create procedures, which help employees to know what to do in specific situations. Whereas at the same time, scripts may limit the employees’ actions to interact with customers and hinder the emotional interpretation. Given that service employees deal with complex environments and changing customers’ need, improvisational skills are required for frontline employees in service encounters. Although the metaphor of service as theater has been used in much literature and the importance of service employee improvisation was emphasized, the concept of improvisation in service delivery is not really clear. There is a gap between theatrical improvisation and frontline employee service improvisation (FSEI). Therefore, the purpose of this study is to develop a multidimensional scale for FSEI through a three stage scale development process. In the end, a five-dimension model was determined. The result shows the script is not the only dimension in FSEI. Proactive interaction, empathetic behaviors, authentic behaviors and professional response of employees also make customers perceive FSEI. This study contributes to a holistic understanding about FSEI from a dramaturgic perspective, and the measures of FSEI. There are some insights for service firms about FSEI determination and employee management.