Drivers, types and value outcomes of customer-to-customer interaction

Abstract

Purpose Customer-to-customer (C2C) interaction plays a significant role in service. The purpose of this paper is to identify the drivers that motivate customers to interact with other customers, the interactions through which customers affect other customers and the value outcomes of C2C interactions for the participants. Design/methodology/approach The paper is based on a systematic literature review of C2C interactions. The authors analyzed 142 peer-reviewed articles to synthesize existing knowledge about C2C interactions. A generic value framework is used to categorize earlier research and reveal areas for further research. Findings The main outcome of this study is an integrative framework of C2C interaction that bridges C2C interactions and customer value. The findings indicate customer-, firm- and situation-induced drivers of C2C interactions. Outcome- and process-focused C2C interactions are identified to result in functional, emotional and social value outcomes. Avenues for additional research to explore issues related to current technology-saturated service settings are proposed. Research limitations/implications The paper proposes an agenda for future research to extend the C2C interaction research domain and explore how such interactions create value for the customer. The role of the service provider is not explicitly addressed but is an important area for further research. Practical implications Companies can use the framework to understand how they can become involved in and support beneficial C2C interaction. Originality/value This paper reviews empirical studies on C2C interaction, offering a systematic review of C2C interaction and producing an integrative framework of C2C interaction. It identifies a research agenda based on the framework and on topical issues within service research and practice.

Tourist-to-Tourist Interaction at Festivals: A Grounded Theory Approach

“…Besides, social motivations appear to be principal reasons for interaction in hedonic service settings such as festival tourism. Festival-goers desire to make social bonds with fellow tourists for identification and shared interests [11,43,49]. However, both musical preferences and previous participation experiences can significantly influence TTI and have not received enough attention in previous studies.…”

“…Moura E Sá and Amorim (2017) put forward a typology based on two main axes-service delivery orientation and exchange orientation-resulting in four major CCI scenarios: casual, functional, staged, and deliberate [21]. Through a systematic literature review, Heinonen (2018) revealed 11 different types of CCI interaction: knowledge exchange, problem solving, collective meaning-making, community building, endorsement, recreation and spending time, disciplinary and protocol behavior, verbal misbehavior, physical misbehavior, and contextual misbehavior which was categorized into offering-focused and process-focused interactions [11].…”

“…The social aspects of the environment, known as social servicescape, include the mere presence of individuals as well as their behavior and can fundamentally affect CCI [25,29]. In addition to the environment, many studies acknowledge that customers' social motivations, such as to engage in social interaction, and to gain social status and a sense of affinity, are key drivers of CCI [11]. Moreover, researchers have investigated the effects of CCI on multiple service outcomes including purchase behavior, satisfaction, loyalty to the firm, word-of-mouth, and perceived service quality [24,28,30,31].…”

“…However, it is generally agreed that meeting people and forging new relationships are core parts of the experience, resulting from tourists' interactions with various physical and social elements [9,10]. As such, shared time and space make TTI critical for the overall tourist experience, which has been acknowledged in traditional service marketing and management frameworks [7,11,12]. TTI is the theoretical application of customer-to-customer interaction (CCI), which draws on the earlier servuction system model and has provided a wide range of insights [13].…”

La co-creacion de valor, y su influencia en los resultados empresariales en centros deportivos

“…Andreassen et al 2018), y también tiene en cuenta la perspectiva intra-clientes, en los nuevos retos de la economía colaborativa(Heinonen et al 2018; Perez-Flores, y Muñoz-Sanchez, 2017).En nuestro trabajo, hemos considerado a la cocreación de valor, a partir de los trabajos de estos Vargo y Lusch (2008) y Karpen et al, (2012, 2015), dónde identificaba a las organizaciones o empresas que co-creaban valor con su red de socios o colaboradores, entre ellos sus clientes, a aquellas que presentaban una serie de capacidades organizativas estratégicas, y se indicaba que esas compañías estaban especialmente orientadas al servicio, dónde el constructo utilizado es el "Service Dominant Orientation" (S-D O).…”