New aspects of research into service encounters and service quality

Purpose – The objective is two‐fold. The first is to describe contemporary and future penetration (i.e. analysis and understanding) in service encounter research. The other is to describe contemporary and future abstraction in service quality research.Design/methodology/approach – The paper provides a conceptual discussion of new aspects of research into service encounters and service quality.Findings – There are still flaws in the contemporary penetration of service encounters and the contemporary abstraction of the service quality construct.Research limitations/implications – Service encounters and service quality pertain not only to human interactions, but also to the interaction between individuals and self‐service technology. The new aspects of service encounters and service quality described here are restricted to the interaction between individuals. It is argued that an extended penetration of service encounters, and an extended abstraction of the service quality construct, taken together, provide ...