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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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“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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Crutchfield, T. N. (2008) · Services Marketing Quarterly · doi:10.1300/j396v29n02_02 · Cited by 9
“The dyadic interaction between a service provider and a customer is an important determinant of the customer’s perceptions of service quality (Mittal and Sasser 1996), social rewards (Ligas 2004), and satisfaction with both the employee and firm (Bitner 1990; Bitner, Booms and Mohr 1994; Crosby and Stephens 1987; Solo…”
BackgroundKim, Y. (2005) · doi:10.1080/12297119.2005.9707496 · Cited by 9
Factors Affecting Choice of a Travel Agency for Domestic Tourism
Heung, V. C., & Zhu, P. (2005) · Journal of Travel & Tourism Marketing · doi:10.1300/j073v19n04_02 · Cited by 9
Antecedents of organizational commitment: a systematic literature review
Savita, S., Koodamara, N. K., & Vidyavathi, K. (2025) · Cogent Business & Management · doi:10.1080/23311975.2025.2484462 · Cited by 14
“…experience a sense of satisfaction and fulfillment when they can successfully fulfill the expectations associated with their roles, and when individuals perceive that they are meeting or exceeding role expectations, it can enhance their Oc (Mason, 1995; Miles et al., 1996; Solomon et al., 1985).”
Kim, S.-J., & Hyun, B. (2022) · Economies · doi:10.3390/economies10120305 · Cited by 8
Service encounter microblog word of mouth and its impact on firm reputation
Barhorst, J. B., Wilson, A. M., McLean, G., & Brooks, J. (2020) · Journal of Services Marketing · doi:10.1108/jsm-07-2019-0263 · Cited by 8
A study on the promotional mix of pre-service in the view of service design
Qian, C.-X., Wu, C.-F., Zhang, Z.-B., & Huang, H.-Y. (2019) · Industrial management & data systems · doi:10.1108/imds-08-2018-0331 · Cited by 8
“The term “service encounter” first emerged in the early 1980s and was defined by Solomon et al. (1985).”
BackgroundHernández López María de la, O., & Amaya, L. F. (2019) · Journal of Politeness Research · doi:10.1515/pr-2016-0060 · Cited by 8
The influence of place on health-care customer creativity
Snyder, H., Witell, L., Elg, M., & McColl‐Kennedy, J. R. (2019) · European Journal of Marketing · doi:10.1108/ejm-10-2017-0723 · Cited by 12
Opatha, H., & Rathnayake, S. (2018) · Sri Lankan Journal of Human Resource Management · doi:10.4038/sljhrm.v8i1.5640 · Cited by 8
Nicod, L., & Llosa, S. (2018) · Recherche et Applications en Marketing (French Edition) · doi:10.1177/0767370118773654 · Cited by 8
“Pourtant, l’influence positive de l’accroissement de la participation sur la productivité de l’entreprise et sur la satisfaction du client n’est pas systématique (Bateson, 2002 ; Solomon et al., 1985).”
BackgroundInfluentialKim, K. A., & Byon, K. K. (2018) · European Sport Management Quarterly · doi:10.1080/16184742.2018.1451906 · Cited by 7
“Role inconsistency takes place in the differences between either (a) employees’ perceptions of their duties and consumers’ expectations of them or (b) consumers’ perceptions of their roles and employees’ expectations of them (Solomon et al., 1985).”
BackgroundMethodInfluentialRole expectations and agency in the audit tendering process
Taminiau, Y., & Heusinkveld, S. (2017) · doi:10.1108/aaaj-10-2015-2258 · Cited by 8
Schwabe, G., Briggs, R. O., & Giesbrecht, T. (2016) · Hawaii International Conference on System Sciences (HICSS) · doi:10.1109/hicss.2016.102 · Cited by 9
“Service Sciences and Marketing research talk about "service encounters" [31,33] and "value cocreation experience" [25].”
BackgroundService Blueprinting: Shifting From a Storyboard to a Scorecard
Szende, P., & Dalton, A. N. (2015) · doi:10.1080/15378020.2015.1051429 · Cited by 8
Metadata
- 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 › Marketing › 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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