One of the key challenges of the Internet as a service delivery channel is how service firms can manage service quality as these remote formats bring significant change in customer interaction and behaviour. Drawing on theoretical frameworks of service quality and adapting these to particularly...

Outlines the essential elements of a role theoretical perspective and explores its potential importance to service performance in people‐based service encounters. Drawing on Biddle, and on Solomon et al.’s interpretations, how role theory enhances our marketing exchange understanding by...