A Role Theory Perspective on Dyadic Interactions: The Service Encounter
Abstract
This article proposes that the dyadic interaction between a service provider and a customer is an important determinant of the customer's global satisfaction with the service. Based on role theory, a theoretical framework is presented which abstracts some of the critical components of service encounters across industries.
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New customers are not familiar with the provider because they lack transaction histories and therefore have less defined expectations.
“In contrast, new customers are not familiar with the provider because they lack transaction histories and therefore have less defined expectations (Solomon et al. 1985).”
From Recovery Voice and Satisfaction After Service Failure: An Experimental Investigation of Mediating and Moderating Factors (2007) · cites this paper as Solomon et al. 1985
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“Interaction has also been discussed within the North American service marketing research traditions (e.g. Solomon et al., 1985).”
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“Moreover, gaining a deeper understanding of the role of displayed emotions is important since service encounters (as social occasions) are characterized by interdependence between providers and consumers (Czepiel 1990; Solomon et al. 1985).”
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Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018) · Journal of Service Management · doi:10.1108/josm-04-2018-0113 · Cited by 849 · see citing works
“Early work considered the social realm as a stage where customers and employees performed experiences (Pine and Gilmore, 1998; Solomon et al., 1985; Surprenant and Solomon, 1987).”
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“Service Encounter 2.0”: An investigation into the roles of technology, employees and customers
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Cova, B., & Dalli, D. (2009) · Marketing Theory · doi:10.1177/1470593109338144 · Cited by 761 · see citing works
“…users’ role in the development of effective and satisfactory service encounters and experiences has been assessed in terms of personalization (Solomon et al., 1985; Surprenant and Soloman, 1987): the more the customer is involved in the process of service production and delivery, the…”
BackgroundFactors of satisfaction and intention to use peer-to-peer accommodation
Tussyadiah, I. P. (2016) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2016.03.005 · Cited by 622 · see citing works
“This is especially important because marketing literature generally assumes that consumers use a customer-service provider relationship as the basis for service evaluation (Brown and Swartz, 1989; Solomon et al., 1985).”
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“Customers will make greater attributions to the firm when an employee’s actions are more scripted and less autonomous (Iacobucci and Ostrom 1996; Solomon et al. 1985).”
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“Here, Wirtz and Zeithaml (2018) draw on the technology acceptance model (Davis, 1989) and role theory (Solomon et al., 1985) to focus on needs and role congruency.”
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“The model builds on TAM (Davis, 1989) and role theory (Solomon et al., 1985) and identifies the functional (i.e., PEOU, PU, subjective social norms), social (i.e., perceived interactivity, perceived social presence, and perceived humanness), and relational (i.e., trust and rapport) elements that…”
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Curran, J., Meuter, M., & Surprenant, C. F. (2003) · Journal of Service Research · doi:10.1177/1094670502238916 · Cited by 445 · see citing works
“…service encounter as face-to-face interactions between a buyer and seller, ac-knowledging that service encounters of different types do take place, such as the use of an SST, and positing that machine-based services require separate treatment from employee-delivered services (Solomon et al. 1985).”
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“Given that service production and delivery incorporate social interactions (Solomon et al. 1985; Surprenant and Solomon 1987), we contend that empathy is an important mechanism in governing customer-employee interactions.”
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Grayson, K. (2007) · Journal of Marketing · doi:10.1509/jmkg.71.4.121 · Cited by 378 · see citing works
“…the list of expected (and forbidden) behaviors for customers and salespeople at JCPenney is somewhat different than the list at Brooks Brothers, and smooth sales interactions depend in part on whether customers and salespeople in each location have a common list for each role (Solomon et al. 1985).”
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Ha, J., & Jang, S. (2009) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2008.12.001 · Cited by 364 · see citing works
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“…role expectations is a prerequisite for a satisfying interaction experience because knowledge of doing the right thing and of partners playing their expected roles (i.e., role expectancy validation) creates successful interactions with others and satisfaction with performance (Solomon et al. 1985).”
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Edvardsson, B. (2005) · Managing Service Quality · doi:10.1108/09604520510585316 · Cited by 340 · see citing works
“Most often activities, deeds, processes and interactions are used when defining the concept of service (Solomon et al., 1985; Lovelock, 1991; Zeithaml and Bitner, 2003; Vargo and Lusch, 2004).”
Method“Untact”: a new customer service strategy in the digital age
Lee, S. M., & Lee, D. (2019) · Service Business: An International Journal · doi:10.1007/s11628-019-00408-2 · Cited by 335 · see citing works
“Solomon et al. (1985) and Guiry 1 3 “Untact”: a new customer service strategy in the digital age (1992) proposed a service contact structure (customer–technology–provider), which was later generalized by Bitner (1992).”
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Phang, C. W., Sutanto, J., Kankanhalli, A., Li, Y., Tan, B. C. Y., & Teo, H.-H. (2006) · IEEE Transactions on Engineering Management · doi:10.1109/tem.2006.883710 · Cited by 331 · see citing works
“For many service encounters, interactions arising from human contact are considered important in evaluating the service [42], [43].”
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“Service encounters have long been understood to be “goaloriented dyadic interactions” (Solomon et al., 1985, p. 100).”
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“It follows that service encounters are described as “role performances” (Solomon et al. 1985, p. 101) in which both parties in the dyad display learned behaviors that comport with the defined script.”
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“Evaluation of service encounters Customer perceptions of service encounters are important elements of perceptions of quality, customer satisfaction, and service loyalty (e.g., Solomon et al. 1985; Bitner et al. 1990).”
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Moore, R., Moore, M. L., & Capella, M. (2005) · Journal of Services Marketing · doi:10.1108/08876040510625981 · Cited by 267 · see citing works
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“Relationships deepen as firms and customers continuously interact and share information (Doney and Cannon 1997; Solomon et al. 1985).”
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Coelho, P., & Henseler, J. (2012) · European Journal of Marketing · doi:10.1108/03090561211202503 · Cited by 264 · see citing works
Zooming out: actor engagement beyond the dyadic
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BackgroundInfluentialCustomer Self-Efficacy and Response to Service
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“As interest in service encounters grew, studies began to explore the roles (of firms and customers) in direct interactions, as well as the expectations of exchange associated with those roles (e.g. Arnould and Price, 1993; Solomon et al., 1985).”
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“…matrices describing services from which management strategies could be derived; Zeithaml, Parasuraman, and Berry (1985) developed a conceptual model for understanding perceptions of service quality; and Solomon et al. (1985) outlined the components critical for understanding the service encounter.”
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“Successful interactions thus depend on a shared understanding of behavioral norms, and social partners evaluate the degree to which the behavior of the other partner is (in)appropriate given their relationship (Sarbin & Allen, 1968; Schewe, 1973; Solomon et al., 1985).”
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“Prior research examining interpersonal communications has viewed dyadic interaction as comprising two dimensions— namely, content and style (Solomon et al. 1985).”
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“For example, Solomon et al. (1985) pointed out that "customer satisfaction and repeat patronage may be determined solely by the quality of the personal encounter" (p.lOO).”
BackgroundWhat Determines Buyer‐Seller Relationship Quality? An Investigation from the Buyer's Perspective
Parsons, A. L. (2002) · Journal of Supply Chain Management · doi:10.1111/j.1745-493x.2002.tb00124.x · Cited by 223 · see citing works
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“In accordance with role theory, whereby the behavior of an individual is evaluated as being appropriate (or not) as determined by the reactions of other related individuals, it becomes paramount that employees and customers read from a common script (Solomon et al., 1985).”
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Sierra, J., & Mcquitty, S. (2005) · doi:10.1108/08876040510620166 · Cited by 212
Hildebrand, C., & Bergner, A. S. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00753-z · Cited by 208 · see citing works
“Repeated dyadic interaction during service encounters critically contributes to greater customer satisfaction (Solomon et al. 1985) and recent surveys suggest that private investors strongly anchor on the affective experience during these first financial advisor encounters (Darwish 2006).”
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Bowie, D., & Chang, J. (2005) · Journal Of Vacation Marketing · doi:10.1177/1356766705056628 · Cited by 206 · see citing works
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“Most often, customer satisfaction and/or overall service quality is seen as a function of the comparison between a customer’s expectations and his/her perception of actual service (Solomon et al., 1985; Zeithaml et al., 1993; Walker, 1995).”
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Gahler, M., Klein, J. F., & Paul, M. (2022) · Journal of services research · doi:10.1177/10946705221126590 · Cited by 183 · see citing works
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Carù, A., & Cova, B. (2015) · Journal of service management · doi:10.1108/josm-07-2014-0170 · Cited by 179 · see citing works
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“…that they deserve to be granted recovery voice as a reward or benefit resulting from their transaction histories with the firm.5 In contrast, new customers are not familiar with the provider because they lack transaction histories and therefore have less defined expectations (Solomon et al. 1985).”
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Roles as resources: A social roles perspective of change in value networks
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“Social roles can be considered as resources because they guide expectations for the exchange of service (Solomon et al., 1985) and lead to the creation of unique social positions (Baker and Faulkner, 1991) – the set of value-creating relationships connected to a particular actor.”
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“The sRAM model integrates the Role theory (Solomon et al., 1985) and the Stereotype Content Model (SCM) (Fiske, Cuddy & Glick, 2007).”
Consumer-to-Consumer Conversations in Service Settings
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Price of Nitazenes for Sale on Cryptomarkets and Surface Web Shops
Man, N., Barratt, M., Bruno, R., Graham, C., Sadaphale, V., Peacock, A., & Sutherland, R. (2026) · Drug and Alcohol Review · doi:10.1111/dar.70202 · Cited by 166 · see citing works
Beatson, A., Coote, L., & Rudd, J. (2006) · Journal of Marketing Management · doi:10.1362/026725706778612121 · Cited by 161 · see citing works
Kim, H. S., & Choi, B. (2016) · Journal of Services Marketing · doi:10.1108/jsm-06-2014-0194 · Cited by 160 · see citing works
Kotze, T., & du Plessis, P. D. (2003) · Quality Assurance in Education · doi:10.1108/09684880310501377 · Cited by 160 · see citing works
“…researchers have considered customer participation from a number of theoretical perspectives, including script theory (Bateson, 2002), role theory (Solomon et al., 1985; Mills and Morris, 1986), customer socialisation (Kelley et al., 1990), social exchange theory (Bettencourt, 1997), and quality…”
BackgroundThe role of cumulative online purchasing experience in service recovery management
Holloway, B., Wang, S.-J., & Parish, J. (2005) · Journal of Interactive Marketing · doi:10.1002/dir.20043 · Cited by 159 · see citing works
Wang, K. L., & Groth, M. (2014) · Journal of Applied Psychology · doi:10.1037/a0034428 · Cited by 155 · see citing works
Demystifying Intercultural Service Encounters
Sharma, P., Tam, J. L. M., & Kim, N. (2009) · Journal of Service Research · doi:10.1177/1094670509338312 · Cited by 154 · see citing works
“According to role theory, lack of clarity or agreement about each others’ roles has an adverse impact on the efficacy of group or dyadic performance (Solomon et al. 1985).”
BackgroundMethodInfluential
- Authors
- Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G.
- Affiliations
- Graduate School of Business Administration, New York University.
- New York University (US)
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1985-01
- Volume
- 49
- Issue
- 1
- Pages
- 99-111
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2061044045
- Cited by
- 2,004
- References
- 0
- Citations by year
- 2026: 49 · 2025: 54 · 2024: 57 · 2023: 74 · 2022: 97 · 2021: 70 · 2020: 88 · 2019: 74 · 2018: 81 · 2017: 85 · 2016: 101 · 2015: 95 · 2014: 93 · 2013: 77 · 2012: 78
- FWCI
- 11.63
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Sociology and Political Science › Emotional Labor in Professions
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Keywords
- role theory, dyadic interaction, service encounters, customer satisfaction
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