From a Literature Review to a Conceptual Framework for Customer-To-Customer Value Co-Creation

Abstract

Albeit customer-to-customer interaction (CCI) is something inevitable in a socially dense interaction-rich service setup, there has not been any review in this area of literature. However, a considerable amount of extant research has highlighted the importance of inter-customer encounters during a service encounter. Customer-to-customer value co-creation during collective consumption is gaining relevance in the field of contemporary services marketing research. This review deals with searching articles through the Scopus database and systematically reviewing 115 articles related to customer-to-customer value co-creation and CCI. While highlighting their contribution to the services marketing literature and various theories, methodologies followed by the authors, it paves the way for developing the proposed conceptual framework for the process of customer-to-customer value co-creation. This way, the article adds up to the extant multi-approach research area revolving around customer-to-customer interactions/relationships, customer engagement, and value co-creation among the customers during a service encounter. The study recommends practitioners analyze and monitor the aspects proposed through a practical implication.

Análise De Conteúdo Dos Fatores Que Levam À Inovação No Setor De Gastronomia

“…Essa cocriação por intermédio da interação entre os stakeholders, principalmente com encontros presenciais, ou remotos, por meio das novas tecnologias, gera o desenvolvimento colaborativo, uma vez que, segundo Gomes da Silva et al ( 2021), o envolvimento dos consumidores permite a geração de ideias para novos produtos ou mesmo a melhoria dos serviços, aumentando a eficiência e a efetividade (Klincewicz, 2021;Nandini et al, 2021;Pandey & Kumar, 2021). Lv et al (2021) também sugerem a inclusão da cadeia de suprimentos no processo de cocriação, por meio, por exemplo, do oferecimento de novos ingredientes, do desenvolvimento conjunto de insumos ou produtos acabados, além do desenvolvimento de cardápios de forma conjunta.…”

“…As oportunidades geradas pelo processo de cocriação são ampliadas por meio da utilização de tecnologias existentes ou novas, além das redes de comunicação, como é o caso da internet, tendo por propósito a criação de um consumo e desenvolvimento colaborativos (Gomes da Silva et al, 2021). Cabe ilustrar, também, que o envolvimento dos consumidores na geração de ideias para novos produtos, tais como a elaboração de cardápios ou a melhoria dos serviços em um restaurante, podem aumentar a eficiência e a efetividade desses tipos de organizações (Klincewicz, 2021;Nandini et al, 2021;Pandey & Kumar, 2021).…”

Managing customer-to-customer interactions: revisiting older models for a fresh perspective

“…This article makes two main theoretical contributions to extant literature. First, recognizing the lack of a strong conceptual foundation for CCI research (Pandey and Kumar, 2021) or research dedicated to studying CCI management (Heinonen and Nicholls, 2022), this research revisits older services marketing models to develop a comprehensive, theoretically grounded framework of CCI management. Combining and challenging the assumptions underlying the servuction (Eiglier and Langeard, 1977), services marketing triangle (Bitner, 1995;Grönroos, 1996;Kotler, 1994) and services pyramid (Parasuraman, 1996(Parasuraman, , 2000 models support the identification of four modes of CCI management, anchored in foundational models of services marketing and adaptable to new characteristics of modern service contexts.…”

“…Prior research predicts that CCI results when customers share the same physical (Furrer et al , 2023) or digital (Bacile et al , 2020) servicescape, with positive or negative influences on customers’ experience (Nicholls, 2010). Although this research domain draws on several streams of services marketing research, it remains characterized by a lack of strong theoretical foundations, which has led to conceptual fragmentation (Brocato et al , 2012; Pandey and Kumar, 2021). Similarly, some existing research has investigated the management of CCI (Nicholls and Gad Mohsen, 2019), but no comprehensive conceptual framework describes how service organizations can manage CCI.…”

Tour guides’ sustainable tourism practices in host-guest interactions: when Tibet meets the west

“…Solakis et al (2022) identified some key factors, including customers' perceptions and attitudes, that influence the cocreation of customer value using artificial intelligence in the hospitality and tourism industry. Rihova et al (2014) and Pandey and Kumar (2021) provided conceptual frameworks for studies involving customer-to-customer cocreation. Buhalis and Foerste (2015) illustrated SoCoMo marketing, which will enable tourism organizations and destinations to revolutionize their offerings and cocreate products and services with their consumers.…”