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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -To empirically examine the development and influence that customer-to-customer interactions (CCI) have in a high personal contact setting. Design/methodology/approach -Using responses from patrons of different hair salons, the role that salon atmospherics had on the formation of CCI was assessed. Then, the relative influence of CCI on satisfaction with the firm, loyalty to the firm and firm word-of-mouth, in a model of service outcomes, was examined. Findings -Results indicate that atmospherics do influence CCI, which in turn is a strong predictor of loyalty to the firm and positive word-of-mouth. Research limitations/implications -Care should be taken when generalizing these findings to other service settings. It should be noted that all female respondents were generally more educated and had higher incomes than the general population. Practical implications -This study suggests that positive perceptions of atmospherics will lead to positive CCI effects. If managers determine that they would like to enhance the quality of CCI, they should incorporate changes to the physical settings that enhance the type of interactions they desire. Originality/value -In terms of how to assess CCI, the authors provide a simple four-item scale which can be used by managers to assess the degree in which their customers interact and the effect that the interaction has on their experience.

Purpose-The purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service types. Design/methodology/approach-Based on Bowen's service typology, responses from patrons of fast-food restaurants and hairdressers/stylists were used to assess the influence of consumer involvement on relationship marketing, specifically perceived service benefits and response behaviors. Findings-Results indicate that highly involved consumers perceive greater relational benefits when engaged in a high contact, customized service (i.e. hairdressers/stylists) versus a more standardized, moderate contact service (i.e. fast-food restaurant). Research limitations/implications-Care should be taken when generalizing these findings to other service settings as this study only addressed two service types. Thus, an opportunity for future research could add moderate contact, non-personalized services to determine if there are significant differences between the three service categories. Additionally, this study was based in the USA, thus cultural differences may influence perceived benefits of service firms selected. Practical implications-The results of this study suggest that a service firm providing a more standardized service offering is better served by hiring and training competent and trustworthy employees than by adopting relational benefit programs. On the other hand, high contact customized service providers are encouraged to engage in relationship activities with highly involved consumers, specifically those related to confidence benefits. Originality/value-This study confirms the recommendation that relationship marketing may be inappropriate for all service firms. More importantly, the level of consumer involvement with the service has a significant moderating effect on perceived relational benefits.

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