Understanding customer role and its importance in the formation of service quality expectations

A search of the Service Quality (SQ) and Customer Satisfaction (CS) literature reveals a gap in knowledge relating to the 'expectation' formation aspect of the disconfirmation paradigm. Little consideration has been given to the 'role' of the customer in the service encounter, albeit that the above literature mostly concur that one measure of output performance comprises a customer comparison of the various delivery components with a self-established standard, of which 'expectations' appears the most common. A need exists to identify not only how customers define the standards and parameters for evaluation, but also, how the customers' understanding of their role during service interaction affects the expectations they form. This paper addresses the above need through the development and subsequent exploratory testing of a conceptual model of expectation formation. In addition to the recognised expectation antecedents of 'experience' and 'familiarity,' two 'role' construct dimensions 'role understanding' and 'role benefit' are introduced in a broader expectation antecedent framework. The relationship between 'experience' and 'familiarity' with respect to expectations is found to be indirect in nature; with 'role understanding' and 'role benefit' both performing a mediator function. Managerial and research implications are discussed.