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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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“…theoretical grounds in extant studies as a means to conceptualise the customer, such as those of role theory, utility theory, and justice theory (Solomon et al., 1985; Wirtz & Mattila, 2004; Ringberg et al., 2007; Rio-Lanza et al., 2009) supports the interdisciplinary explanation embedded…”
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“To an extent, encounters that are involved in intercultural communication are considered as the part of intercultural communication conflict (Solomon et al., 1985).”
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Brito, P., & Rambocas, M. (2016) · Journal of Services Marketing · doi:10.1108/jsm-01-2015-0004 · Cited by 3
“Each should understand the other’s positions and predicted role, as role expectations affect service quality and customer satisfaction (Solomon et al., 1985).”
BackgroundShin, D.-J., Hong, J.-W., & You, Y.-Y. (2015) · Journal of Digital Convergence · doi:10.14400/jdc.2015.13.3.95 · Cited by 3
“Solomon et al.(1985)은 고객과 판매원 관계를 구 축하고 그것을 유지시키고 성숙시키기 위해서 관계적 판 매행위를 해야 한다고 주장하고 있다[34].”
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“Quality delivered by an organisation is determined by the quality inherent in the organisation itself, the potential of service providers and the service encounter (Levitt, 1972; Solomon et al., 1985; Surprenant and Solomon, 1985; Davis, 1995).”
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Zhang, Y., & Li, X. (2026) · Information Technology & Tourism · doi:10.1007/s40558-026-00365-3 · Cited by 2
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“It acknowledges that individuals are not isolated but are integral parts of larger social systems (Solomon et al., 1985).”
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“Since the early 1930s, scholars in human resource management, psychology, social psychology, sociology and organizational behavior have successfully applied role theory (Biddle, 2013; Solomon et al., 1985; Wang & Niu, 2010).”
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“The theory of role is an emphasis on the attitude of individuals as social actors who learn to act according to their public positions (Solomon et al., 1985).”
BackgroundThe effect of airline lounge services on the selection of airline
Curkan, S., & Özkan, E. (2021) · Journal of Multidisciplinary Academic Tourism · doi:10.31822/jomat.789635 · Cited by 2
“Many authors created different definitions for service (Solomon et al, 1985).”
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“Promotion is to persuade and encourage people, associations, or organizations to buy a good or services from a marketing mixture or elements (Solomon, Surprenant, Czepiel, & Gutman, 1985).”
BackgroundAzhar, S., Sarwar, F., & Ali, S. (2021) · doi:10.47067/real.v4i2.155 · Cited by 2
Perceptions of the way leaders' emotional intelligence influences teamworking and shared vision
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“These included the elements chosen, but there were other possibilities, such as role-theory (Solomon et al., 1985) and conceptualisation of emotions (Smith and Lazarus, 1990).”
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“Closely associated with role theory is script theory, also based on the dramaturgical metaphor (Solomon et al., 1985).”
BackgroundThe Meaning of the University Experience: A Service Science Approach
González, J. A. (2012) · International Conference on Exploring Services Science · doi:10.1007/978-3-642-28227-0_26 · Cited by 2
The Effect of Customer-to-Customer Interactions on the Preference of Fashion Purchase Environment
Chung, I. (2011) · doi:10.5850/jksct.2011.35.12.1497 · Cited by 2
“In the domain of services marketing, interactions between service provider and customer have been considered as critical elements of customer satisfaction with services and customer perception of service quality (Fisk et al., 1993; Solomon et al., 1985).”
BackgroundBao, G.-M., & Zhang, S. (2011) · International Conference on Artificial Intelligence, Management Science and Electronic Commerce · doi:10.1109/aimsec.2011.6010242 · Cited by 2
“The final result of inter-cultural service encounters may be an unpleasant customer and a depressed service provider, and lost business opportunity [8].”
BackgroundExame da confiança interpessoal baseada no afeto
dos Santos, C. P., & Terres, M. D. S. (2011) · Revista de Gestão · doi:10.5700/rege434 · Cited by 4
A Study on Customer Relationship Management in Consumer Markets: Grandiosity or Reality?
Gupta, A. (2011) · Asia Pacific Business Review · doi:10.1177/097324701100700213 · Cited by 2
“Relationships develop through interaction (cf. Czepiel, 1990; Ford, 1997; Solomon et al., 1985).”
BackgroundLearning Service Experience from the Service Encounter of a Retailing Chain Storefront
Lin, F.-R., Po, R., & Orellan, C. (2010) · Hawaii International Conference on System Sciences · doi:10.1109/hicss.2010.252 · Cited by 2
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Singh, R., & Koshy, A. (2008) · SSRN Electronic Journal · doi:10.2139/ssrn.1144166 · Cited by 2
“…on adaptive selling suggests that effective salespeople work smarter rather than harder (e.g. Sujan 1986; Dixon et al 2001) and enacting a learnt set of appropriate behaviors increases the probability of goal attainment (e.g. Solomon et al 1985; Lichtenstein and Brewer 1980; Leigh and McGraw 1989).”
BackgroundDesigning a Game to Model Consumer Misbehavior
Drennan, P., Keeffe, D. A., Russell-Bennett, R., & Drennan, J. (2007) · DiGRA Conference · doi:10.26503/dl.v2007i1.253 · Cited by 2
The Role of Written Provider Communication in External Client Participation
Dellande, S., & Taylor, G. (2004) · Health Marketing Quarterly · doi:10.1300/j026v21n04_03 · Cited by 2
“Role theory states that the social interactions between two people in an exchange are determined by the roles each adopts (Broderick, 1998; Solomon et al. 1985).”
BackgroundJeng, D., & Kuo, S. F.-W. (2012) · Service Business: An International Journal · doi:10.1007/s11628-012-0154-x · Cited by 1
Zhang, Y., & Sun, Y.-Q. (2026) · Current Psychology · doi:10.1007/s12144-026-09581-w · Cited by 1
“A role is a relatively standardized set of social cues, such as duties, requests, and expectations (Solomon et al., 1985) based upon the situations in which people are embedded and the groups with which they interact (Anglin et al., 2018; Liu et al., 2020 ).”
Hu, F., Jin, Y., Niu, Y., & Chen, K. (2024) · SAGE Open · doi:10.1177/21582440241254902 · Cited by 1
“Within the context of service encounters, this theory suggests that these encounters entail social interactions characterized by well-defined roles and prescribed scripts (Solomon et al., 1985).”
Automation of Frontline Service Encounters: A Script Theory Perspective
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“In service research, Solomon et al. [6] propose that people with more elaborate scripts are more resisting of radical changes.”
BackgroundMethodInfluentialPersonal Judgments and Emotional Reactions towards Online based Self-Service Technologies
Galdolage, B. S. (2021) · Asian Journal of Management Studies · doi:10.4038/ajms.v1i2.33 · Cited by 1
“…of Sri Lanka Even though conventionally, the service encounter was narrowly limited to a physical place where customers and the service providers meet each other (Solomon et al., 1985), customers can now perform many transactions at arm’s length while staying in their convenient locations.”
BackgroundAn exploratory assessment of callings: the importance of specialization
Cain, C., Cain, L., Busser, J., & Kang, H. (2021) · International Hospitality Review · doi:10.1108/ihr-04-2021-0030 · Cited by 1
“Role theory and the service encounter Role theory explains that individuals assume various work and societal roles and, much like actors, learn how best to behaviorally play their parts in their respective lines of work (Graham et al., 2004; Jang and Zippay, 2011; Solomon et al., 1985).”
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Dean, D. H. (2020) · doi:10.1108/jcm-10-2019-3443 · Cited by 1
Value creation in category management relationships in theUK grocery market
Benson, M. (2020) · doi:10.7190/shu-thesis-00327 · Cited by 1
“…the framework describes the service system; considered an overarching context of various levels and presented in terms of the action and structural realms, and in time—past, present, and future (Vargo and Lusch, 2014, see also Bourdieu, 1990; Giddens, 1984; Pettigrew, 1997; Solomon et al., 1985).”
BackgroundShi, Y., Bao, X., Ma, C., & Wei, W. (2020) · Journal of Service Science and Management · doi:10.4236/jssm.2020.133033 · Cited by 3
“The problem-solving skill of service employees is the result of their individual personality traits and their perceptions of the social interaction with customers during the service encounter (Hartline et al., 2003; Solomon et al., 1985).”
BackgroundThe Effect of Service Employees’Emotional Intelligence on Service-Oriented OCB through Deep Acting
Yang, Y., Ahn, H.-K., & Shin, H.-C. (2018) · Journal of the Korean society for quality management · doi:10.7469/jksqm.2018.46.3.659 · Cited by 1
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Overkamp, T., Čaić, M., Holmlid, S., Mahr, D., & Odekerken-Schröder, G. (2018) · ServDes 2018: Service Design Proof of Concept · doi:10.21606/servdes2018.40 · Cited by 1
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“본 연구에서는 제품이나 서비스를 제공하는 사업자와 이를 이 용하는 소비자의 상호작용이 이루어지는 서비스 접점(service encounter)은 소비경험을 형성하고 그것을 평가하는 데 있어 중요 하고(Solomon et al., 1985), 이때 서비스제공자의 커뮤니케이션 이 소비자와의 상호작용의 출발이며(Choi & Lee, 2009) 상호작용 의 질을 결정한다는 관점에서(Kan et al, 2010; Worthington et al., 2000) 소비자 상담 업무 담당자를 사업자라 칭하고 소비자 집 단의 비교 집단으로 정하였다.”
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Chapter 3. From language regimes to multilingual practices in different settings
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Cuenat, M. E., & Meier, K. H. (2016) · Multilingualism and diversity management · doi:10.1075/06.2egl · Cited by 3
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“There are multiple of studies in retail literature which found relation between retail patronage and various store attributes such as creative space design (Kent, 2006), characteristics of employees (Baker, 1992), attributes of consumer (Solomon et.al., 1985) etc.”
BackgroundEffects of Culture on Service Encounters & Customers’ Satisfaction
Ahmed, M., Wang, A.-M., & Ullah, A. (2016) · doi:10.24212/2179-3565.2016v7i2p41-46 · Cited by 1
Study on the behavioral model of co-creation by customers
Kim, N. R., Hong, S., Kim, J. H., & Park, S. (2016) · doi:10.9723/jksiis.2016.21.2.059 · Cited by 1
“마케팅 분야에서는 생산과 전달 과정에서 필수 적인 고객 참여에 대한 개념에 관한 Solomon et al.(1985)[22]의 연구 이후 기업 조직의 종업원 혹 은 종업원화된 고객으로서의 참여연구가 본격화 되었다.”
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Azemi, F., Ozuem, W., & Azemi, Y. (2015) · Chinese Business Review · doi:10.17265/1537-1506/2015.08.002 · Cited by 1
“The closer the employee is to the intra-and inter-roles, the more positive the provider-customer encounter will be (Solomon et al., 1985).”
InfluentialBaek, H., & Kim, J. H. (2015) · International Conference on Multimedia and Ubiquitous Engineering · doi:10.14257/ijmue.2015.10.7.32 · Cited by 1
“The customer touch point service can be defined as direct interactions among people [5].”
Backgroundde Souza, J., Ostermann, A. C., & Borges, M. D. L. (2015) · doi:10.1590/1982-4017-150101-0214 · Cited by 1
Gosling, M. D. S., Dias, M. P., & Resende, L. (2015) · doi:10.7177/sg.2015.v10.n1.a4 · Cited by 1
Research on the Effects of a Consultant's Nonverbal Communications on a Client's Evaluation.
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Mourad, S. (2014) · theses.fr (ABES) · doi:10.70675/fff1fa7az3699z4226z903fz3d10511c217b
“Dans des situations de forte implication, les consommateurs recherchent plutôt à acquérir un bénéfice personnel, expérimental et symbolique qu’à maximiser les fonctionnalités du produit (Soloman et al., 1985).”
BackgroundQiu, R. (2014) · doi:10.1002/9781118551820.ch4 · Cited by 1
THE ROLE OF COGNITIVE SCRIPTS IN THE ORGANIZATION OF CAMPUS TOURS
Chiang, W.-W., Tu, F., & Liu, C.-J. (2014) · Journal of Baltic Science Education · doi:10.33225/jbse/14.13.33 · Cited by 1
“Solomon et al. (1985) posited that service encounter is the psychological representation of the interaction between providers and recipients of service, with each party playing a specifi c role to achieve a specifi c aim.”
BackgroundInfluential안, 성., 황, 희., & Song, I.-A. (2013) · doi:10.15722/jds.11.4.201304.37 · Cited by 1
Take It Back: The Impact of Dynamic Consumer Goals in Return and Exchange Interactions
Droms, C. M. (2013) · doi:10.1080/15332969.2013.739944 · Cited by 1
Rhein, M. (2012) · DepositOnce · doi:10.14279/depositonce-3428 · Cited by 2
LA AUTOMATIZACIÓN EN EL SECTOR TERCIARIO: evolución del service encounter
Diz-Comesaña, E., & González, B. (2012) · doi:10.5329/recadm.20121101004 · Cited by 1
“…investigadores han analizado la interacción que se produce entre el cliente y los empleados en el service encounter (Bowen & Schneider, 1985; Solomon et al., 1985; Surprenant & Solomon, 1987; Bitner et al., 1990; Lewis & Entwistle, 1990; Rafaeli, 1993; Mohr & Bitner, 1995; Price, Arnould, &…”
BackgroundEffect of Salesperson's and Customer's Nonverbal Communication at Service Encounter
김경애, Parkmansuk, Park, J.-B., & kimSangHee (2011) · Management & Information Systems Review · doi:10.29214/damis.2011.30.4.003
Subsistema de operaciones en empresas de servicios: Una reflexion teórica
Comesaña, D., & Eva, M. (2011) · doi:10.31876/revista.v10i32.10420 · Cited by 1
“Intervienen, por tanto, tres elementos -cliente, personal en contacto y organización- que interactúan entre sí (Bateson, 1985a: 76; Solomon et al.,1985), teniendo cada uno sus prioridades y objetivos, entre los que pueden surgir diversos conflictos en ocasiones difíciles de reconciliar2.”
BackgroundA System Dynamics Approach for Modeling Service Recovery
Hsieh, Y.-H. (2011) · 2011 Eighth International Conference on Information Technology: New Generations · doi:10.1109/itng.2011.148 · Cited by 1
Facilitating Service Co-Production: A Dramaturgical Perspective
Hatami, Z. (2011) · Nordes · doi:10.21606/nordes.2011.037 · Cited by 1
“As service encounters are dyadic human interactions (Solomon et al. 1985), the understanding of the service interactions can greatly inform service design and provide the required framework for staging effective coproductive roles.”
BackgroundEffect of Service Encounter and Service Quality, Customer Satisfaction in the Golf Rage
Lee, S.-H. (2009) · doi:10.5392/jkca.2009.9.1.428 · Cited by 1
Flow-Erleben bei persönlich erbrachten Dienstleistungen
Tunder, R., & Irion, T. (2007) · doi:10.1007/s12354-007-0016-y · Cited by 1
Contextual Influences on the Decision Making Role of Salaried Managers in Small Businesses
Dunning, A. (2007) · doi:10.5172/ser.15.2.68 · Cited by 1
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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