Managing customer-to-customer interaction (CCI) – insights from the frontline

Nicholls, Richard; Mohsen, Marwa Gad

doi:10.1108/jsm-11-2018-0329

Cited by 19 publications

(20 citation statements)

References 64 publications

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“…Strong service design and service practice act like a catalyst for a community to work together. This finding is consistent with prior research on CCI-driven services and also contributes to “broadening the scope of CCI” (Nicholls and Mohsen, 2019 p. 810), to focus more intently on well-being outcomes discussed within TSR. In their Journal of Service Marketing editorial, Rosenbaum and Russell-Bennett (2020) note the challenges in the post-COVID marketplace to both service providers and consumers, such as constraints in interaction in third places and consumer loneliness.…”

Section: Service-driven Social Resilience: Team World Vision Mini-casesupporting

confidence: 88%

“…Research on CCI in services can also inform our understanding of social resilience in service communities. Whereas most CCI research focuses on for-profit contexts and individual-level (strategic) outcomes (Nicholls and Mohsen, 2019), scholars identify CCI drivers (e.g. desire for self-enhancement), forms of interaction (e.g.…”

Section: Cross-disciplinary Concepts Of Individual and Social Resiliencementioning

confidence: 99%

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Promoting social resilience in service communities: a molecular biology perspective

Tang

2022

JSM

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Purpose This research aims to examine pathways for providers to facilitate social resilience in service communities to promote collective well-being and engagement. Design/methodology/approach Using abductive and metaphorical analysis, this study develops insights leveraging: the transdisciplinary field of molecular biology where 150 years of research demonstrates how cells build resilience through clustering together in a hostile environment; and case data collected with nonprofit service communities to help ground and elaborate upon the metaphorical analogues of cellular concepts. Findings This analysis uncovers the emergent processes of communal protection, communal adaptation and communal training within customer-to-customer service interactions. Findings identify novel drivers, such as the sharing of vulnerability markers and pre-training for community stressors, as well as pathways through which social resilience within service communities promotes habitual and transformative value, as well as collective well-being. Practical implications Service leaders can build upon the ideas in this research to understand the nature of social resilience and to intentionally design communal experiences and interactions that promote greater well-being and brand engagement. Originality/value The recent COVID-19 pandemic, along with the UN Development Goal for building a more resilient society, highlights the acute needs for a deeper understanding of social resilience. However, resilience-related research in marketing primarily focuses on individual-level coping. This research provides a deeper understanding of the drivers and outcomes of social resilience in service communities and offers a catalyst for future research on the topic.

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Section: Service-driven Social Resilience: Team World Vision Mini-casesupporting

confidence: 88%

Section: Cross-disciplinary Concepts Of Individual and Social Resiliencementioning

confidence: 99%

Promoting social resilience in service communities: a molecular biology perspective

Tang

2022

JSM

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“…Second, this study contributes to the services literature by adding to the growing knowledge of how COR theory can be applied to service encounters (Nicholls and Mohsen, 2019;Stock, 2016). Specifically, we find that perceived social support may serve as a resource for volunteers through partner effects, with benefits contingent upon one's previous encounter experience and adaptiveness (Halbesleben et al, 2014;Hobfoll et al, 2018;Neff et al, 2012).…”

Section: Introductionmentioning

confidence: 60%

Child helplines: exploring determinants and boundary conditions of volunteer encounter satisfaction

Siegel

Dolen

2020

JSM

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Purpose Volunteers at child helplines play an important role in providing support for children, so keeping them satisfied during encounters is crucial to continue helping children. The purpose of this study is to understand how children’s perceptions of instrumental and emotional support (partner effects) influence volunteer encounter satisfaction, and whether this effect is moderated by a volunteer’s previous encounter experience and levels of interpersonal and service-offering adaptiveness. Design/methodology/approach The sample consisted of 377 dyads of 116 volunteers and 377 children from online service encounters at a child helpline. Questionnaires were used to measure satisfaction, support and volunteer adaptiveness. A multilevel model was estimated to test the hypothesized moderation effects. Findings This study revealed that the instrumental support partner effect positively influenced volunteer encounter satisfaction. This relationship was stronger when the previous encounter was less satisfying or for volunteers with higher interpersonal, but not higher service-offering, adaptiveness. Negative effects on the relationship between the emotional support partner effect and volunteer encounter satisfaction were found after a less satisfying previous encounter or for volunteers with higher interpersonal adaptiveness. Originality/value This study contributes to the services and volunteerism literature by providing a unique perspective on the interpersonal influence between volunteers and children during service encounters. In the context of child helplines, this paper illustrates how volunteer encounter satisfaction is a function of the intricate interplay between children’s perceptions of the service encounter and volunteers’ perceptions of previous experiences and their adaptiveness.

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“…459, 463; Luo et al. , 2019, p. 1311; Nicholls and Mohsen, 2019, p. 798; Yi et al. , 2013, p. 342; Yoo et al.…”

Section: Introductionmentioning

confidence: 97%

Customer helping and advocacy behaviours within dyadic financial service relationships: a gift-giving perspective

Saunders

Mwavita

Kim

2021

IJBM

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PurposeThis study aims to examine customer helping and advocacy behaviours within dyadic financial service relationships involving customers and fellow customer helpers.Design/methodology/approachThe gift-giving literature was used to propose a customer-to-customer interaction model, which was tested and cross-validated among electronic banking customers in South Africa (n = 404) and Australia (n = 244). Self-administered questionnaires were distributed to respondents who are users of electronic banking services and who previously received help with the service from a fellow customer. Data analysis included multi-group structural equation modelling.FindingsThe findings support the view that selected source credibility dimensions may influence greater affective commitment towards fellow customer helpers at various levels. Subsequently, further altruistic gift-giving in the form of customer helping and advocacy behaviours may result from higher levels of affective commitment. Feeling secure in their relationships with fellow customer helpers, customer recipients of help are likely to further socialise other customers who may share a common interest in the service category (e.g. electronic banking), but do not necessarily support the financial service provider of the customer.Originality/valueThe findings extend the conceptual domain of affective commitment and shed light on the factors contributing to the development of strengthened bonds between customers and fellow customer helpers within dyadic financial service relationships. Additionally, greater financial service socialisation and use may be achieved when the helping and advocacy behaviours of customer helpers are not restricted to a specific service provider. Subsequently, the current investigation advances knowledge of the underlying processes involved in motivating these desired service outcomes and behaviours.

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Managing customer-to-customer interaction (CCI) – insights from the frontline

Cited by 19 publications

References 64 publications

Promoting social resilience in service communities: a molecular biology perspective

Promoting social resilience in service communities: a molecular biology perspective

Child helplines: exploring determinants and boundary conditions of volunteer encounter satisfaction

Customer helping and advocacy behaviours within dyadic financial service relationships: a gift-giving perspective

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