Purpose

– The objective of this paper is to describe a conceptual framework that addresses the interactive interface of service quality in service encounters.

Design/methodology/approach

– A conceptual framework is described and discussed in relation to previous research efforts in the field.

Findings

– Service encounters have been largely researched as a non‐interactive phenomenon. This means that the complexity and dynamics of the construct have not been sufficiently explored. Researchers have described the construct of service quality in different empirical contexts and have developed different models and dimensions – all of which tend to be derived from the service receiver's perspective.

Research limitations/implications

– In making the description, the framework acknowledges that service encounters and service quality pertain not only to human interactions, but also involve interaction between individuals and self‐service technology. It may also to some extent serve as a fundamental to scholars in their quest for generic structures across contexts, and over time to explore the interactive interface of service quality in service encounters. In addition, the framework may be used to position previous, ongoing and forthcoming research efforts of service quality.

Practical implications

– The conceptual framework may contribute to describe and enhance operative service performances in service encounters.

Originality/value

– The framework may contribute to describe and conceptualize the interactive interface of service quality in service encounters. The idea has been to convert some of the theory‐oriented knowledge of service performance in literature into a framework applicable to both scholars and practitioners.

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