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Customer-to-Customer Interactions in Service

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The Palgrave Handbook of Service Management

Abstract

Customers are constantly interacting with different actors and resources in the marketplace.This chapter explores how customers can be influenced by other customers present in the service setting. While research has devoted considerable attention to interactions taking place between customers and employees, far less attention has been paid to interactions among customers.Generally known as customer-to-customer interaction (CCI), these positive or negative interactions represent an important potential for service organizations. A conceptual framework is developed to outline the range of CCI and it is used to direct managerial attention to strategies for supporting CCI. The chapter delineates an agenda for future research into C2C behavior.

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Notes

  1. 1.

    While CCI and C2C interaction are often used interchangeably to refer to customer-to-customer interaction, in this chapter we use CCI.

  2. 2.

    To the extent that such mass ambiance actions include verbal aspects, they might be considered to cross both quadrants B and D.

  3. 3.

    The focus here is on e-CCI as interactions occurring between two or more customers during the delivery of an e-service rather than as online interaction or communication occurring between a customer and a potential customer (i.e. e-WOM, the online equivalent of traditional word-of-mouth).

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Authors and Affiliations

  1. Department of Marketing, Centre for Relationship Marketing and Service Management (CERS), Hanken School of Economics, Helsinki, Finland

    Kristina Heinonen

  2. Customer Interactions Research Group (CIRG), Worcester Business School, University of Worcester, Worcester, UK

    Richard Nicholls

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  1. Kristina Heinonen
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    Bo Edvardsson  & Bård Tronvoll  & 

  2. Inland Norway University of Applied Sciences, Elverum, Norway

    Bård Tronvoll

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Heinonen, K., Nicholls, R. (2022). Customer-to-Customer Interactions in Service. In: Edvardsson, B., Tronvoll, B. (eds) The Palgrave Handbook of Service Management. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-91828-6_32

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