Customer-to-Customer Interactions in Service

Heinonen, Kristina; Nicholls, Richard

doi:10.1007/978-3-030-91828-6_32

Cited by 9 publications

(8 citation statements)

References 114 publications

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“…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.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

“…[…] customer-to-customer interaction between out-groups, usually viewed as a stranger(s), in the same physical service setting, behaving and/or appearing in a way that influences the service of the focal customer(s) (Heinonen and Nicholls, 2022, p. 630).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

“…Other influential concepts include the social servicescape (Tombs and McColl-Kennedy, 2003) and expanded servicescape (Rosenbaum and Massiah, 2011), which account for the effects of other customers on customers’ experiences. In response to major paradigm evolutions in services marketing (Tronvoll et al , 2011), scholars also have drawn from the service-dominant logic (S-D logic) (Vargo and Lusch, 2004) to emphasize the role of other customers in service ecosystems (Gummesson, 2006) and their participation in value co-creation and co-destruction (Heinonen and Nicholls, 2022; Kim et al , 2020). Despite its anchoring in these various theoretical perspectives, the CCI domain lacks a comprehensive conceptual framework and a strong unifying theoretical foundation (Brocato et al , 2012).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

“…Some recent scholarly efforts to develop conceptual frameworks focus on specific aspects of the CCI phenomenon. Heinonen and Nicholls (2022) distinguish four main types of CCI, reflecting two theoretical dimensions: behavior and explicitness. Looking at the processes surrounding CCI, Albrecht et al (2017) identify several contextual influences, and Lin et al (2020) propose a sequential model to illustrate how CCI affects customers’ overall experience and future interaction intentions.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

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

Furrer,

Landry,

Baillod

2023

JSM

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Purpose This study aims to develop a comprehensive, theoretically grounded framework of customer-to-customer interaction (CCI) management, by revisiting three older services marketing models: the servuction model, the services marketing triangle and the services marketing pyramid. Design/methodology/approach Noting the lack of theoretical frameworks of CCI management, this study adopts a problematization approach to identify foundational services marketing models, question their underlying assumptions, develop an alternative conceptual framework and evaluate its adequacy for CCI management, on the basis of a systematic literature review and content analyses. Findings By revisiting the assumptions underlying three relevant models in the light of the present-day, technology-infused service environment, this study proposes a four-triangle CCI management framework encompassing four specific modes of CCI management: managerial decisions by the firm; frontline employees; the design of the physical environment; and technology. Furthermore, this study emphasizes the triadic relationships involving the focal customer, other customers and the four modes of CCI management. Building on these findings, this study concludes with an extensive research agenda. Originality/value To the best of the authors’ knowledge, this study represents the first scholarly effort in services marketing literature to provide a comprehensive, theoretically grounded framework of CCI management. With its basis in foundational models, the new framework is well-suited to address future challenges to service marketplaces too.

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Section: Theoretical Contributionsmentioning

confidence: 99%

Section: Conceptual Backgroundmentioning

confidence: 99%

Section: Conceptual Backgroundmentioning

confidence: 99%

Section: Conceptual Backgroundmentioning

confidence: 99%

See 2 more Smart Citations

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

Furrer,

Landry,

Baillod

2023

JSM

View full text Add to dashboard Cite

show abstract

“…However, focusing on customers’ social interactions, CCI studies have generally neglected the service physical environment (Nicholls, 2010). Even if a few CCI studies acknowledge that a service physical environment can evoke dysfunctional behaviors (Daunt and Harris, 2012) or encourage social interactions (Heinonen and Nicholls, 2022), there is no comprehensive investigation in this literature of what features in the physical servicescape might increase the risk of NCCI, or how the interplay between the physical servicescape and other customers informs the customer service experience.…”

Section: Introductionmentioning

confidence: 99%

The interplay between physical and social servicescape: investigating negative CCI

Furrer

Landry

Baillod

et al. 2023

JSM

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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.

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