Service dyads: understanding the dynamics of social perspective-taking and value co-creation amidst service problems

Dan Jin ()
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Dan Jin: University of Tennessee

Service Business, 2024, vol. 18, issue 2, No 5, 287-313

Abstract: Abstract This research employs the IO–OI model, which posits that internal factors, including frontline employees’ knowledge-sharing and adherence to display rules, alongside external factors such as customer roles and values, shape social perspective-taking. Using a mixed-methods approach, Study 1 used Critical Incident Techniques to explore how frontline actions affect social perspective-taking during service problems; Study 2, employing qualitative grounded theory within an experimental design, delved into customer altruism and egoism dynamics. Findings show increased perspective-taking through knowledge-sharing and customer actions. Strong customer altruism and frontline behaviors enhance value co-creation, encouraging honest feedback. This highlights the impact of knowledge-sharing and customer roles on social perspective-taking in service interactions.

Keywords: Service problem; Altruistic behavior; Display rules; Social perspective-taking; Value co-creation (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11628-024-00562-2

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