Hippywife's been real happy with her dinner rolls and they always look quite nice, so you might want to check out what she's been doing.
First of all, I have some questions for you that will help figure out what's going on:
1. How do you knead your bread - by hand, stand mixer (if so, which one?), bread machine?
2. What kind of yeast & flour do you use?
3. Do you use any add-in such as dough conditioners, dough enhancer, etc.?
4. What is is about the rolls you have been making that disappoints you? What do they need in order to be the rolls that you want them to be?
I'm gonna point you towwards this recipe with the caveat that it's a King Arthur Flours recipe so it includes/recommends some of their propriety products; nonetheless, I think it's kinda useful because the directions are pretty good and the pictures also are helpful, and recommend that you give it a try (if you're interested, check out their KAF Guarantee - if you use the products specified (just their flour in this specific recipe) and follow the directions exactly, they guarantee that you'll have success with the recipe and if not, they'll work with you over the phone to get it right and send you a $5 gift card). Plus there are a lot of reviews of the recipe so you can get a good idea of how it worked out for other people:
http://www.kingarthurflour.com/shop/RecipeDisplay?RID=10Some recommendations about the recipe:
1. King Arthur's all purpose flour is a bit higher protein than other all-purpose flours, so if you don't use their flour use half-and-half unbleached all purpose flour / bread flour.
2. The recipe calls for dry milk - use non-instant dry milk (this can be a bit hard to find and you'll probably have to go to a natural foods store/Whole Foods type of place, and you might only find it as an organic product, or you might find it in the bulk food section - just be sure it's non-instant). You don't quite get the same result using liquid milk - there's something about the drying process that helps the yeast.
3. Use SAF instant yeast if you can find it - it does make a difference. If you do a fair amount of yeast baking you can buy a 1 lb bag pretty inexpensively and it lasts for a VERY long time in the freezer (I've used some that has been in the freezer more than a year and it's still fine). Much cheaper in the long run than buying packets.
Tips:
Make sure that your dough is fully developed (kneaded) and that the dough is soft and moist (but not sticky)
1. Do you know how to do the "window pane" test to ensure that your dough is fully developed (kneaded)?
2. You want dough that is soft and moist - even a bit tacky - without being sticky (sticky means that when you touch the dough with your finger, gobs of dough stick to your finger. Tacky means that when you touch the dough with your finger, the dough might _try_ to stick to your finger but most (almost all) of the dough stays with the dough-ball)
3. The potato flakes are a key ingredient in this recipe - they act as a dough conditioner and yeast-improver, as well as contributing to the texture.
4. When you deflate the dough (i.e., punch it down), be gentle with the dough. You don't really want to push all the air bubbles out of the dough - rather, you want to maintain them as much as possible while redistributing the yeast to new "hunting grounds" that will continue to provide nutrients to the yeast so that they can continue to multiply. Somewhat gently, pull 4 "corners" of the dough ball from the sides into the center and turn it over... that's about all you really need to do.
5. Treat your bread-making like an experiemnt - it generally takes several-to-many attempts to "master" a recipe - to get it to where you consistently get the results that you want. So give each recipe that you work with a few tries, keep notes as to what you did and how you did it. Sometimes it's a recipe that fails but more often it's technique.
Another caveat - I'll echo what another poster said about not being able to achieve Wonder Bread-consistency in a home kitchen. I don't want to discourage you, but you're just not going to get King's Hawaiian Rolls in a home kitchen - they have special equipment and ingredients that treat the dough and bake it much differently from what we can do at home. They use specially-milled flours, have special mixing equipment that develops dough well beyond what we can achieve, use a variety of dough conditioners and improvers (their term, not mine), perfect humidity conditions, and special ovens.
But you CAN bake wonderful soft-textured, well-risen dinner rolls at home that you and your husband will love!