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Role Theory and the Management of Service Encounters

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  • Anne Broderick

Abstract

In this article, the contribution of role theory to our understanding and management of service encounters is highlighted. In the first section of the article the focus on social exchange within role theory is identified and commonalities between relational approaches to marketing and a role theoretical perspective are outlined. Thereafter the article outlines the specific contribution of role theory to our understanding of service encounters. Role theory, it is argued, permits better management of the interactive features of service provider-client interface and a clearer focus on role performance and the interpersonal dimensions of service quality. Role analysis offers both focus on role consistency in service provision and a framework for dealing with the uncertainty and evolution in long term service relationships. In services marketing, role can be incorporated as a factor in successful service performance and form a central framework for good service encounter management.

Suggested Citation

  • Anne Broderick, 1999. "Role Theory and the Management of Service Encounters," The Service Industries Journal, Taylor & Francis Journals, vol. 19(2), pages 117-131, April.
    • Handle: RePEc:taf:servic:v:19:y:1999:i:2:p:117-131
    DOI: 10.1080/02642069900000022
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    Cited by:

    1. Hung-Tai Tsou & Ja-Shen Chen & Cindy Yunhsin Chou & Tzu-Wen Chen, 2019. "Sharing Economy Service Experience and Its Effects on Behavioral Intention," Sustainability, MDPI, vol. 11(18), pages 1-25, September.
    2. Taslima Akther & Fengju Xu, 2020. "Existence of the Audit Expectation Gap and Its Impact on Stakeholders’ Confidence: The Moderating Role of the Financial Reporting Council," IJFS, MDPI, vol. 8(1), pages 1-25, January.
    3. Feng Hu & Yijie Jin & Yaqian Niu & Keyi Chen, 2024. "Does the Tourist Appreciate Your Employees? Prioritizing Service Employee Improvements Based on User-Generated Content Mining," SAGE Open, , vol. 14(2), pages 21582440241, May.
    4. Ching-Yi Daphne Tsai & Shih-Hao Wu & Stephen Chi-Tsun Huang, 2017. "From mandatory to voluntary: consumer cooperation and citizenship behaviour," The Service Industries Journal, Taylor & Francis Journals, vol. 37(7-8), pages 521-543, June.
    5. Fengju Xu & Taslima Akther, 2019. "A Partial Least-Squares Structural Equation Modeling Approach to Investigate the Audit Expectation Gap and Its Impact on Investor Confidence: Perspectives from a Developing Country," Sustainability, MDPI, vol. 11(20), pages 1-21, October.
    6. Barney, Christian & Jones, Carol L. Esmark & Farmer, Adam, 2020. "Approacher be-wear? Increasing shopper approach intentions through employee apparel," Journal of Business Research, Elsevier, vol. 108(C), pages 401-416.
    7. Bond, Brenda J. & Gittell, Jody Hoffer, 2010. "Cross-agency coordination of offender reentry: Testing collaboration outcomes," Journal of Criminal Justice, Elsevier, vol. 38(2), pages 118-129, March.

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