The purpose of this study is to develop a scale for the interaction behavior between customer and service encounter. The scale will help to identify the type of behavior that would be significantly related to interaction quality perceived by the customer. Such a research topic is important in designing service script but is ignored in the existing literature. On the basis of existing literature on the effects of behavior on information receivers' perceptions and attitudes, we concluded that body language, self-disclosure, and characteristics of interaction behavior would be significantly and positively related to interaction quality perception. Using customers of beauty parlors as respondents, a quantitative analysis shows that language disclosure and characteristics of interaction behavior are, but body language is not, significantly and positively related to interaction quality perception. Theoretical implications and further research suggestions are discussed.
