PurposeThis paper aims to identify new directions for research into customer‐to‐customer interaction (CCI). It also aims to examine thematically the main achievements of two decades of CCI research.Design/methodology/approachConsultations both with CCI experts and with experts from a selection of management fields were undertaken. A selective literature review, based on an extensive search of the CCI literature, was conducted.FindingsA large number of opportunities for future investigation are identified. A significant quantity of CCI literature is revealed. CCI is shown to be conceptually quite complex. Convincing evidence supports the claim that CCI has now joined the mainstream of services marketing.Practical implicationsFor service management researchers, a number of service management topics, such as service recovery, SST, e‐service, and ergonomics, are shown to have CCI‐related aspects worthy of research attention. For service managers, the emphasis on showing the relevance of CCI, and the possibilities for influencing CCI, should encourage them to incorporate CCI considerations into their strategic and operational plans.Originality/valueThe wide‐ranging proposals for future research into CCI will undoubtedly stimulate investigation of many new avenues of CCI. Service management researchers are provided with a concise, thematic guide to the most influential CCI literature; the article contributes to the service‐dominant logic literature by broadening the discussion of the customer as an operant resource.
PurposeThe paper aims to conceptually explore customer‐to‐customer interaction (CCI) in a cross‐cultural context; and to identify research opportunities in the field of cross‐cultural CCI.Design/methodology/approachThe paper analyses consultations both with CCI experts and cross‐cultural management experts.FindingsCross‐cultural customer‐to‐customer interaction (CC‐CCI) is shown to have received very little research attention. The relevance of CCI to hospitality management is highlighted and opportunities for future investigations are identified. CC‐CCI is shown to be conceptually quite complex.Practical implicationsFor hospitality management practitioners and researchers, a variety of perspectives on how CC‐CCI can influence the customer experience are provided. Service managers are provided with a new dimension to incorporate into their strategic and operational plans for managing CCI in an increasingly globalised environment.Social implicationsThe article contributes towards developing a scientific approach towards understanding a phenomenon which is a widespread feature of social life. It also provides a fresh focus for cross‐cultural research.Originality/valueThe paper addresses an important and original issue in hospitality management. Many illustrations of the new concept are provided and directions and methods for conducting research into CC‐CCI are put forward. The article also contributes to the hospitality management literature by broadening the discussion of the customer as an operant resource.
Purpose – This study aims to explore the relevance of customer age differences (CADs) in the context of customer-to-customer interaction (CCI) within various service domains. It provides a thematic framework for understanding CAD-related CCI and critically identifies new directions for research into CAD-related CCI. Design/methodology/approach – Using a narrative literature review approach, different perspectives in the literature on age differences and CCI are analysed towards highlighting and emphasising valuable new themes. Findings – Three coherent domains: the desire for social contact; fellow customer behaviour; and social identity issues are identified to interconnect a fragmented diversity of literature. Many themes for future research directions in the study of CAD-related CCI are identified. Research limitations/implications – Whilst a wide selection of literature sources are critically reviewed, the fragmented nature of the literature on age differences and CCI prevents the review covering all publications. Practical implications – The paper provides service marketing managers and scholars with strategic CCI insights into better serving a diverse age range of customers. These insights will undoubtedly stimulate timely investigation of new avenues to enhance service customer compatibility and satisfaction in increasingly age-diverse societies. Originality/value – This paper provides the first overview of a wide range of strategic considerations aimed at explaining the impact of CADs on CCI in service environments. Essentially, the paper elaborates opportunities and challenges in CAD-related CCI as critical themes for further investigations.
PurposeThis study aims to provide service managers and researchers with a deeper understanding of the direct on-site interactions taking place between customers.Design/methodology/approachUsing the Critical Incident Technique (CIT), 284 incidents are analysed to develop a typology of how service customers experience direct on-site CCI.FindingsThe research reveals a wide range of CCI. A typology consisting of nine distinct categories of CCI emerged: (1) shared use space, (2) assigned space and possessions, (3) information provision, (4) assistance, (5) social conversations, (6) disrespectful attitude, (7) queuing discipline, (8) transaction efficiency and (9) undesired customers and ‘camouflaged customers’. These categories can accommodate a multitude of customer behaviours that impact, negatively or positively, on the service experience of other customers.Research limitations/implicationsFuture studies could be conducted following a more inclusive research design capable of gaining CCI insights from employees and managers.Practical implicationsPractitioners can use the typology to systematically identify the full range of specific CCI behaviours affecting their businesses. It also assists them in the analysis and understanding of individual C2C (customer-to-customer) interactions. For academics the typology makes available a comprehensive framework to guide future research into CCI.Originality/valueThe study constitutes the first systematic attempt to classify direct on-site CCI across a wide range of services. The typology, unrestricted by any single-industry bias, is robust and conceptually broad, and therefore highly portable across service industries.
Purpose The purpose of this study is to explore the capacity of frontline employees (FLEs) to provide insights into customer-to-customer interaction (CCI) and its management in service organisations. Design/methodology/approach This exploratory study used focus groups and semi-structured in-depth interviews with FLEs to investigate their experiences and reflections in dealing with CCI in a complex service setting in the UK. Findings FLEs are able to recall CCI encounters, both positive (PCCI) and negative (NCCI), with ease. They are capable of conceptualising and exploring complex nuances surrounding CCI encounters. FLEs can distinguish levels of seriousness of negative CCI and variations in customer sensitivity to CCI. FLEs vary in their comfort in intervening in negative CCI situations. Whilst FLEs draw on skills imparted in an employee-customer interaction context, they would benefit from CCI-specific training. Propositions are advanced for further empirical testing. Research limitations/implications The authors studied FLE views on CCI in a customer-centric service organisation in the UK. Future research should further address the FLE perspective on CCI in less service-driven organisations and in other countries. A wide range of themes for further research are proposed. Practical implications The insights presented will assist service managers to assess the CCI context of their own organisation and develop strategies and guidelines to support FLEs in detecting, understanding and responding to CCI encounters. Social implications The paper highlights and discusses the complexity of intervening in negative CCI encounters in socially inclusive service environments. Originality/value Based on FLE-derived perceptions of CCI, the paper contributes conceptually to CCI knowledge by identifying the existence of “concealed CCI”, distinguishing between gradual and sudden CCI intervention contexts and exploring the human resource development consequences of this distinction, with original implications for service management. The study also contributes to extending the scope of research into triadic service interactions.
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