Conceptualization and model development of customer‐to‐customer encounter quality (CCEQ) in service settings

Abstract

Despite interests from many researchers, the conceptualization and measurement of customer‐to‐customer encounter quality (CCEQ) have mostly remained untapped. The present study aims to develop a conceptual framework to manage the impact of other customers on the focal customers’ service experience based on the perceived service quality framework. In Study 1, the authors employed critical incident technique to establish a multilayered factor structure of CCEQ consisted of three primary categories: customer‐to‐customer hedonic quality, customer‐to‐customer utilitarian quality, and customer‐to‐customer normative quality. In Study 2, the authors examined reliability and validity of the CCEQ model by using comprehensive confirmatory factor analyses and structural equation modeling. The results support the conceptualization of CCEQ proposed in Study 1. As an initial work as to the conceptualization and measurement of CCEQ model, this study provides theoretical and managerial insights into other customers’ influence on focal customers’ overall evaluation of service experiences.

Impact of self‐brand connection on willingness to pay premium: Relevant mediators and moderators

“…Other customers' behaviors are a very prominent factor in any service setting (Lovelock & Wirtz, 2007), and influence focal customer's price decisions (Lastner et al, 2019). CCI has a significant impact on focal customer's experience of service quality (H. S. Kim et al, 2018). Brocato et al (2012) state, “behaviors of other customers may have a stronger impact on influencing an individual's perception of service quality” (p. 384).…”

“…During the service encounter, the presence of other customers can significantly impact the experiences of the focal customer (Brocato et al, 2012; Grove & Fisk, 1997). Research on customer‐to‐customer interaction (CCI) highlights the importance of CCI, as customers with long‐term (relational) orientation with the brand are highly invested in seeking the social benefits of CCI and demonstrate customer citizenship behaviors (Black et al, 2014; Heinonen et al, 2018; H. S. Kim et al, 2018). OCP as a construct contributes towards understanding quality as well as value of CCI (Brocato et al, 2012).…”

Customer satisfaction in Asia

“…Kim, Lee, La, and Choi () develop and validate a customer‐to‐customer encounter quality (CCEQ) model in the Republic of Korea. Customer‐to‐customer encounters during service delivery have a significant influence on service quality perceptions.…”

Does it really hurt? Making sense of varieties of anger

“…Consumers seek to primarily resolve the problem, but their emotions escalate when there is a feeling of being treated unfairly. An interesting result in this respect concerns evidence of a strong relationship between unfairness and feelings of vindictive anger (H. S. Kim et al, 2018; Surachartkumtonkun et al, 2015). This suggests that, when the brand failure encompasses perceived unfairness, the tendency to retaliate will be strong, and it will be more difficult to ask consumers to cooperate with the company.…”

“…One of the authors and one independent researcher, who was blind to the research questions, independently analyzed the data following the CIT procedure (e.g., Bitner et al, 1990; Flanagan, 1954; H. S. Kim, Lee, La, & Choi, 2018). The coders repeatedly read and sorted sentences in the reported incidents into emotion categories predefined based on the literature.…”