TY - JOUR AB - The service encounter – one of the foundational concepts in service research – is fundamentally changing due to rapid evolutions in technology. In this paper, we offer an updated perspective on what we label the “Service Encounter 2.0”. To this end, we develop a conceptual framework that captures the essence of the Service Encounter 2.0 and provides a synthesis of the changing interdependent roles of technology, employees, and customers. We find that technology either augments or substitutes service employees, and can foster network connections. In turn, employees and customers are taking on the role of enabler, innovator, coordinator and differentiator. In addition, we identify critical areas for future research on this important topic. AU - Larivière, Bart AU - Bowen, David AU - Andreassen, Tor W AU - Kunz, Werner AU - Sirianni, Nancy J AU - Voss, Chris AU - Wünderlich, Nancy AU - De Keyser, Arne ID - 4949 IS - 79 JF - Journal of Business Research KW - Service encounter KW - Technology roles KW - Employee roles KW - Customer roles KW - Employee experience KW - Customer experience TI - “Service Encounter 2.0”: An investigation into the roles of technology, employees and customers ER -