A Role Theory Perspective on Dyadic Interactions: The Service Encounter

1 January 1985

journal article
research article
Published by SAGE Publications in Journal of Marketing

Vol. 49 (1) , 99-111
https://doi.org/10.1177/002224298504900110

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.

Keywords

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