The interplay between physical and social servicescape: investigating negative CCI

Abstract

Purpose Negative customer-to-customer interactions (NCCI) occurring in physical service encounters can have a detrimental effect on a focal customer’s experience. This paper aims to explore how the interplay between the physical servicescape and the presence and behavior of other customers can lead to NCCI. Moreover, through an examination of customers’ responsibility attribution, the paper underlines the need for service organizations to manage this interplay. Design/methodology/approach The authors rely on a mixed approach with two studies grounded in the Stimulus–Organism–Response paradigm. In a preliminary quantitative study, the authors test a model of the effects of NCCI on customers’ attribution and behavioral outcomes using partial least squares structural equation modeling. Next, in a qualitative study, they collect and explore NCCI incidents in eight service industries relying on the critical incident technique (CIT). Findings When experiencing NCCI, customers attribute at least partial responsibility for their negative experience to the service provider. The findings of the CIT study reveal three interplay mechanisms leading to NCCI: when other customers’ behavior is triggered by the physical servicescape; when other customers’ behavior is incongruent with the behavioral norms set by the physical servicescape; and when the physical servicescape is altered by other customers’ misbehavior. Originality/value This paper provides a comprehensive, empirically grounded, understanding of the interplay between the physical and social servicescape, focusing on the presence and behavior of the other customers and its effect on the customer experience.

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

“…It also affects interactions between customers (Nicholls, 2010), but its role in CCI is not the main feature of these models. Despite its critical importance to managing CCI (Furrer et al , 2023), the physical environment is absent from the triangle and pyramid models.…”

“…The physical service setting also tends to be presented as a way to direct and manage CCI, through dedicated design (Furrer et al , 2023). Thus, five main roles of the physical environment emerge.…”

“…Other terms refer more specifically to the negative influences of other customers, such as “negative CCI” (Nicholls, 2020), “other-customer service failure” (Baker and Kim, 2018), “other-customer misbehavior” (Huang et al , 2010), “customer-to-customer rage” (Dorsey et al , 2016), “dysfunctional customer behavior” (Harris and Reynolds, 2003) and “disruptive customer behavior” (Hoffman and Lee, 2014). In addition to varied terms, this literature stream includes research efforts devoted to the categorization of CCI (Nicholls, 2020; Zhang et al , 2010), its drivers and outcomes (Heinonen et al , 2018), customer roles (Camelis et al , 2013) and the influence of the servicescape on CCI (Furrer et al , 2023; Moore et al , 2005).…”

“…With these varied foundations, prior literature accordingly suggests different approaches to managing CCI (i.e. facilitate positive CCI; prevent and recover negative CCI), including customer compatibility management (Ekpo et al , 2015; Martin and Pranter, 1989), customer education (van Tonder et al , 2022), employee training (Nicholls and Gad Mohsen, 2019), service design (Nicholls and Gad Mohsen, 2015), modification of the physical servicescape (Furrer et al , 2023) and negative CCI recovery actions (Kim and Baker, 2020). However, similar to the lack of unity and robustness of the theoretical foundations of CCI research, the suggested modes of CCI management are often ad hoc and industry-specific (Nicholls, 2020).…”

“…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).…”