TAILIEUCHUNG - A ROLE THEORY PERSPECTIVE ON DYADIC INTERACTIONS: THE SERVICE ENCOUNTER

If the consumption of counterfeit goods is consistent with other forms of routine consumption practices, it is likely that they are purchased in everyday environments and situated within routine social contexts. Such a view is supported by the questionnaire data. Rather than being integrated into a subcultural technical elite, the most regular sites of purchase of counterfeit products were more mundane. The most common site for purchasing games were local pubs or social clubs (40 per cent of the total sample), and for purchasing business software school, college or university (28 per cent). . | Michael R. Solomon Carol Surprenant John A. Czepiel Evelyn G. Gutman A Role Theory Perspective on Dyadic Interactions The Service Encounter 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. Researchers interested in service marketing are beginning to understand what they are studying but they are not yet clear how to study it. As Bateson 1977 said The service marketing literature generally has been concerned with listing the differences between services and products. There has been little attempt to point out the implications for marketers in service companies and even less of an attempt to propose new concepts or approaches p. 14 . Service marketing refers to the marketing of activities and processes health care entertainment air travel rather than objects soap powder cars . Rathmell 1966 made a similar fundamental distinction in defining goods as objects and services as deeds or efforts. There are still considerable differences of opinion within the marketing discipline as to whether products and services are fundamentally distinct Bateson 1977 Judd 1964 Lovelock 1980 Uhl and Upah 1983 Wyckham Fitzroy and Mandry 1975 . Michael R. Solomon is Associate Director Institute of Retail Management and Assistant Professor of Marketing Carol Surprenant is Assistant Professor of Marketing John A. Czepiel is Associate Professor of Marketing and Evelyn G. Gutman is a doctoral student all are at the Graduate School of Business Administration New York University. Most attempts to differentiate the two on one or more dimensions ultimately arrive at a continuum Bell 1981 Liechty and Churchill 1979 Rathmell 1966 products are arrayed at one end services at another and there is considerable overlap between the two.

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