Benefit segmentation is a long-standing marketing approach that emphasises the 'what' and 'how' dimensions of consumer benefits; that is, what benefits consumers perceive in product/service consumption, and how such benefits are perceived. This research proposes a fresh time-based approach to benefit segmentation -namely, focusing on the 'when' element or when in time benefits take effect. Drawing upon a survey of UK consumers, it explains and discusses consumption motivations through examining antecedents of temporally dominated benefits in application to organic food. Specifically, the study investigates why some consumers predominantly seek present-based benefits vis-à-vis future-based benefits or vice versa in organic food purchase and consumption behaviour. Using correlation and regression analyses, the research findings establish significant associations of level of involvement, prior knowledge level, and product usage level, and some association of time orientation with the temporally emphasised consumption benefits consumers ultimately pursue. Overall, the research highlights the added contribution of a time perspective in a benefit segmentation approach which can assist marketers in understanding better and communicating more effectively with consumers through drawing up consumer profiles based on when in time their dominantly pursued benefit for an offering is perceived to take effect.

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.

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.

The global rise of the Foodie movement has attracted some research attention as well as critique in the food industry trend followers, but little research attention in marketing research. The present study looks at the 'Foodie' phenomenon in the UK and aims to extend how the notion has been coined in literature through a qualitative investigation of a sample of self-professed Foodies. The objective is to provide an in-depth understanding of what it means to be a Foodie at the individual and group levels, probing attitudes, motivations and self-awareness. Results indicate that the term Foodie cannot be used as an implicit definition of someone 'simply interested in food'; the capacity of the Foodie may be dependent on individual involvement and the level of importance along the five emerging themes; these being: Learning and discovery; Pleasure and enjoyment; Inspirational influences; Quality; and Experiencing food as an individual and in connection with others. Findings imply that there might be different levels of Foodies, leading to a start on developing a Foodie Typology. The study poses implications for food marketers and researchers that can assist in more effective segmentation, efficient targeting and tailored positioning, as well as opportunities for future research.

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