Akaka and Chandler (2011) propose a conceptual framework in which actors continually draw on social roles when co-creating value with various other actors. We empirically contextualize those customer-enacted roles in a self-service context, such that unlike Akaka and Chandler (2011), our focus is on enacted roles. Social roles generally are assigned, in the sense that they are based on a set of expectations about the proper way to behave. Figure 1 thus contributes theoretically to detailing how resource integration and value co-creation can be shaped by enacted roles, an influence that has not been explicitly proposed in empirical service research or existing models . Although Vargo and Lusch (2011) go beyond predesignated roles to generic actors (which is not to suggest that the actors are identical; Vargo and Lusch, 2016), however, existing literature does not delineate the differences among actors.