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

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.