An analysis of role adoptions and scripts during customer‐to‐customer encounters

Parker, Cathy; Ward, Philippa

doi:10.1108/03090560010311894

Cited by 145 publications

(116 citation statements)

References 31 publications

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“…This role may be compared to the general customer service roles of helper (Parker & Ward, 2000) and trainer of employees and other customers (Ford & Heaton, 2001). The reactive and proactive helper roles (Parker & Ward, 2000) bear some similarity to the reluctant and enthusiastic assistance provider roles in the present study. For example, an enthusiastic or a reluctant assistance provider may be a reactive or a proactive helper.…”

Section: Discussionmentioning

confidence: 99%

“…This process mostly takes place in the customer sphere (Grönroos & Gummerus, 2014) and may include face-to-face interactions with other customers (Parker & Ward, 2000) or online in social networks and communities (Grissemann & Stokburger-Sauer, 2012). Parker and Ward (2000) suggest that customer-to-customer interaction is becoming an important area of research with the rise of SSTs and the delivery of services in non-employee environments.…”

Section: S-d Logic and Customer Roles In Servicementioning

confidence: 99%

Section: S-d Logic and Customer Roles In Servicementioning

confidence: 99%

“…Parker and Ward (2000) suggest that customer-to-customer interaction is becoming an important area of research with the rise of SSTs and the delivery of services in non-employee environments. Parker and Ward (2000) identified that customers may play four roles during customer-tocustomer interactions, such as proactive help-seeker, reactive help-seeker, reactive helper and proactive helper. In the consumption process, the customer may undertake his or her value co-creation role in various ways which McColl-Kennedy et al (2012) refer to as 'co-creation styles' in order to highlight the experiential and subjective nature of customer co-creation.…”

Section: S-d Logic and Customer Roles In Servicementioning

confidence: 99%

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Customer Roles in Self-Service Technology Encounters in a Tourism Context

Kelly

Lawlor²,

Mulvey

2016

Journal of Travel & Tourism Marketing

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This paper reports on a study which explored the customer perspective on their roles in SST encounters in a tourism context, through the theoretical lens of service-dominant logic. The study employed short qualitative interviews with airline passengers at an international airport.The findings suggest that customers can assume six roles in an SST encounter which can be viewed as either positive or negative in terms of value creation. Therefore, a key contribution of this paper is the development of a role-experience continuum which depicts the variations in customer experiences of value creation in a tourism context.

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Section: Discussionmentioning

confidence: 99%

Section: S-d Logic and Customer Roles In Servicementioning

confidence: 99%

Section: S-d Logic and Customer Roles In Servicementioning

confidence: 99%

Section: S-d Logic and Customer Roles In Servicementioning

confidence: 99%

See 2 more Smart Citations

Customer Roles in Self-Service Technology Encounters in a Tourism Context

Kelly

Lawlor²,

Mulvey

2016

Journal of Travel & Tourism Marketing

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show abstract

“…Under this new environment, provider understands to reconsider the need of C2C interactions. Based on the literature, research which considered on C2C interaction is still limited (Parker & Ward, 2000). Martin (1996) argued the customers' consideration to the business is impressed by the quality of C2C relations (Martin, 1996;Zeithaml, 1981), the customers' adaptation or reversion (Martin & Pranter, 1989), and customers' tendency to spread the information By using WOM and influence the others.…”

Section: The Needs Of Customer-to-customer (C2c) Interactionmentioning

confidence: 99%

Efficiency and Effectiveness of C2C Interactions and Mutual Learning for Value Co-Creation: Agent-Based Simulation Approach

Novani¹,

Kijima²

2013

IJBM

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The active role of customers and their experience to create the value in service system have been recognized in the literature. So far, the focus of value co-creation only for business-business (B2B) or business-customers (B2C), meanwhile the attention to the customer-to-customer (C2C) is not so much. Recently, the attention to C2C interaction is increasingly viewed by marketer and researcher. However, the existing research of C2C is on the conceptual and empirical model, therefore it may not describe C2C interaction dynamically. In this research, we show and develop a model of customers' interaction by using agent-based simulation to capture the dynamic of interaction. The research aim is to explore how effective and efficient C2C by engaging customers' experience in value co-creation. Furthermore, we investigate the needs of mutual learning by using agent based simulation. The previous research is focus on two types of C2C interaction, i.e., face-to-face and social media interaction. In the present research, we show more general the needs of human interaction by engaging customers' experience which compare between 'customer-to-customer (C2C) interaction' and 'no interaction' (i.e., customers interact with the provider directly without interaction with other customers). By conducting agent based simulation, we investigate how C2C interaction is effective which measured by learning performance and how efficient which measured by learning efficiency. On the other hand, we conduct sensitivity analysis to investigate the needs of mutual learning between customers and provider in value co-creation. In our simulation result, it shows customer-to-customer (C2C) interaction gives significant influence than 'no interaction'. Moreover, we have already shown the needs mutual learning between customers and provider from the simulation results.

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C2C value co‐creation through social interactions in tourism

Reichenberger

2017

Journal of Tourism Research

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This paper examines the social practice of customer-to-customer value co-creation in tourism contexts by considering visitor-visitor interactions, their manifestations, influential factors, and types of resulting value using extended social situation analysis. Based on 76 qualitative indepth interviews, results show that value co-creation is not necessarily dependent upon the underlying social interactions but predominantly influenced by personal factors and attitudes towards sociability. The stronger the focus on other social actors is, and the longer and more personal the social interactions are, the more complex and multilayered is the co-created perceived value.

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An analysis of role adoptions and scripts during customer‐to‐customer encounters

Cited by 145 publications

References 31 publications

Customer Roles in Self-Service Technology Encounters in a Tourism Context

Customer Roles in Self-Service Technology Encounters in a Tourism Context

Efficiency and Effectiveness of C2C Interactions and Mutual Learning for Value Co-Creation: Agent-Based Simulation Approach

C2C value co‐creation through social interactions in tourism

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