Assessing the Role of the Customer in Dyadic Service Encounters

ABSTRACT In this study, the authors investigate the effects of customer actions and verbalizations in service encounters. The authors propose and test a conceptual model of the effect of customer words and behaviors on customer attributions, affective reactions to treatment by service providers, and behavioral outcomes of the encounter. The critical incident technique (CIT) is employed to assess the service encounter between service providers and consumers. Implications of the study's results are provided for both researchers and service providers.