Skip to main content
SpringerLink
Log in

The thirty-year evolution of customer-to-customer interaction research: a systematic literature review and research implications

  • Review article
  • Published:
Service Business Aims and scope Submit manuscript

Abstract

This paper reviews the past 30 years’ worth of extant literature on customer-to-customer (C2C) interaction during on-site encounters. Based on a systematic literature review of 145 empirical and conceptual articles, the advancement of the conceptual underpinnings of C2C interaction through distinct stages and eight key research themes are outlined. The review also identifies different types of positive and negative value outcomes for customers and service providers generated through C2C interactions. A typology of C2C interaction from customers’ perspective and the corresponding organizational strategies are also proposed. The review concludes with some managerial implications for C2C interaction-rich service contexts and some directions for future research.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

*Reasons for exclusion: the article’s primary focus (number of articles). Customer engagement (8); issues on customer group such as group collaboration and influence, in-group and out-group relationships, temporary group formation (6); marketing approaches such as relationship marketing, corporate marketing (5); comparative observation in service encounters (4); community exchange primarily based on social media channels (3); social norms and customers' reactions (3); business/employee-to-customer encounters (2); service environmental design (2); sales performance via C2C interaction management from a firms' perspective (1); customer participation in service production (1); and competition in shopping (1)

Fig. 2
Fig. 3

Similar content being viewed by others

References

  • Adjei MT, Noble SM, Noble CH (2010) The influence of C2C communications in online brand communities on customer purchase behavior. J Acad Mark Sci 38(5):634–653

    Article  Google Scholar 

  • Afthinos Y, Theodorakis ND, Howat G (2017) How do perceptions of other customers affect satisfaction and loyalty in public aquatic centres? Manag Sport Leis 22(6):428–441

    Article  Google Scholar 

  • Altinay L, Song H, Madanoglu M, Wang XL (2019) The influence of customer-to-customer interactions on elderly consumers’ satisfaction and social well-being. Int J Hosp Manag 78:223–233

    Article  Google Scholar 

  • Amorim M, Rosa MJ, Santos S (2014) Managing customer participation and customer interactions in service delivery: the case of museums and educational services. Organizacija 47(3):166–176

    Article  Google Scholar 

  • Arnould EJ, Price LL (1993) River magic: extraordinary experience and the extended service encounter. J Consum Res 20(1):24–45

    Article  Google Scholar 

  • Baker MA, Kim K (2018) Other customer service failures: emotions, impacts, and attributions. J Hosp Tour Res 42(7):1067–1085

    Article  Google Scholar 

  • Baron S, Harris K (2008) Consumers as resource integrators. J Mark Manag 24(1–2):113–130

    Article  Google Scholar 

  • Baron S, Harris K, Davies BJ (1996) Oral participation in retail service delivery: a comparison of the roles of contact personnel and customers. Eur J Mark 30(9):75–90

    Article  Google Scholar 

  • Baron S, Patterson A, Harris K, Hodgson J (2007) Strangers in the night: speeddating, CCI and service businesses. Serv Bus 1(3):211–232

    Article  Google Scholar 

  • Becker L, Jaakkola E (2020) Customer experience: fundamental premises and implications for research. J Acad Mark Sci 48:630–648

    Article  Google Scholar 

  • Becker LC, Pizzutti C (2017) C2C value creation: social anxiety and retail environment. J Res Interact Mark 11(4):398–415

    Article  Google Scholar 

  • Bianchi C (2019) Value co-creation behaviours from customer-to-customer interactions (CCIs) in recreational social tango experiences. Leis Stud 38(5):666–681

    Article  Google Scholar 

  • Black HG, Vincent LH, Skinner SJ (2014) Customers helping customers: payoffs for linking customers. J Serv Mark 28(5):391–401

    Article  Google Scholar 

  • Bokrantz J, Skoogh A, Berlin C, Wuest T, Stahre J (2020) Smart maintenance: an empirically grounded conceptualization. Int J Prod Econ 223:107534

    Article  Google Scholar 

  • Bolton R, McColl-Kennedy JR, Cheung L, Gallan A, Orsingher C, Witell L, Zaki M (2018) Customer experience challenges: bringing together digital, physical and social realms. J Serv Manag 29(5):776–808

    Article  Google Scholar 

  • Brack AD, Benkenstein M (2012) The effects of overall similarity regarding the customer-to-customer-relationship in a service context. J Retail Consum Serv 19(5):501–509

    Article  Google Scholar 

  • Brack AD, Benkenstein M (2014) Responses to other similar customers in a service setting-analyzing the moderating role of perceived performance risk. J Serv Mark 28(2):138–146

    Article  Google Scholar 

  • Braun C, Batt V, Bruhn M, Hadwich K (2016) Differentiating customer engaging behavior by targeted benefits—an empirical study. J Consum Mark 33(7):528–538

    Article  Google Scholar 

  • Briner RB, Denyer D (2012) Systematic review and evidence synthesis as a practice and scholarship tool. In: Rousseau DM (ed) The Oxford handbook of evidence-based management: companies, classrooms and research. Oxford University Press, New York, pp 112–129

    Chapter  Google Scholar 

  • Burgess K, Singh PJ, Koroglu R (2006) Supply chain management: a structured literature review and implications for future research. Int J Oper Prod Manag 26(7):703–729

    Article  Google Scholar 

  • Cai RR, Lu L, Gursoy D (2018) Effect of disruptive customer behaviors on others’ overall service experience: an appraisal theory perspective. Tour Manag 69:330–344

    Article  Google Scholar 

  • Calabrese A, Dora M, Ghiron NL, Tiburzi L (2020) Industry’s 4.0 transformation process: how to start, where to aim, what to be aware of. Prod Plan Control 1–21. https://doi.org/10.1080/09537287.2020.1830315

  • Campos AC, Mendes J, Valle POD, Scott N (2018) Co-creation of tourist experiences: a literature review. Curr Issue Tour 21(4):369–400

    Article  Google Scholar 

  • Carù A, Cova B (2015) Co-creating the collective service experience. J Serv Manag 26(2):276–294

    Article  Google Scholar 

  • Casais B, Sousa B (2020) Heterogeneity of motivations and conflicts in pilgrim-to-pilgrim interaction: a research on the way of Saint James. Tour Manag Perspect 36:100748

    Article  Google Scholar 

  • Choi BJ, Kim HS (2013) The impact of outcome quality, interaction quality, and peer-to-peer quality on customer satisfaction with a hospital service. Manag Serv Qual 23(3):188–204

    Article  Google Scholar 

  • Choi B, Kim HS (2020) Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal loyalty in mass services. J Serv Theory Pract 30(3):257–276

    Article  Google Scholar 

  • Choi C, Mattila AS (2016) The effects of other customers’ dress style on customers’ approach behaviors: the moderating role of sense of power. Cornell Hosp Q 57(2):211–218

    Article  Google Scholar 

  • Colm L, Ordanini A, Parasuraman A (2017) When service customers do not consume in isolation: a typology of customer copresence influence modes (CCIMs). J Serv Res 20(3):223–239

    Article  Google Scholar 

  • Counsell C (1997) Formulating questions and locating primary studies for inclusion in systematic reviews. Ann Intern Med 127(5):380–387

    Article  Google Scholar 

  • Curth S, Uhrich S, Benkenstein M (2014) How commitment to fellow customers affects the customer-firm relationship and customer citizenship behavior. J Serv Mark 28(2):147–158

    Article  Google Scholar 

  • Davies B, Baron S, Harris K (1999) Observable oral participation in the servuction system: toward a content and process model. J Bus Res 44(1):47–53

    Article  Google Scholar 

  • Denyer D, Tranfield D (2009) Producing a systematic review. In: Buchanan DA, Bryman A (eds) The Sage handbook of organizational research methods. Sage Publications, London, pp 671–689

    Google Scholar 

  • Dorsey JD, Ashley C, Oliver JD (2016) Triggers and outcomes of customer-to-customer aisle rage. J Retail Consum Serv 32:67–77

    Article  Google Scholar 

  • Doty DH, Glick WH (1994) Typologies as a unique form of theory building: toward improved understanding and modeling. Acad Manag Rev 19(2):230–251

    Article  Google Scholar 

  • Eiglier P, Langeard E (1977) Services as systems: marketing implications. In: Eiglier P, Langeard E, Lovelock CH, Bateson JEG, Young RF (eds) Marketing consumer services: new insights. Marketing Science Institute, Cambridge, pp 83–103

    Google Scholar 

  • Ekpo AE, Riley BK, Thomas KD, Yvaire Z, Gerri GRH, Muñoz II (2015) As worlds collide: the role of marketing management in customer-to-customer interactions. J Bus Res 68(1):119–126

    Article  Google Scholar 

  • Elbedweihy AM, Jayawardhena C, Elsharnouby MH, Elsharnouby TH (2016) Customer relationship building: the role of brand attractiveness and consumer–brand identification. J Bus Res 69(8):2901–2910

    Article  Google Scholar 

  • Erkmen E, Hancer M (2019) Building brand relationship for restaurants: an examination of other customers, brand image, trust, and restaurant attributes. Int J Contemp Hosp Manag 31(3):1469–1487

    Article  Google Scholar 

  • Finsterwalder J, Kuppelwieser VG (2011) Co-creation by engaging beyond oneself: the influence of task contribution on perceived customer-to-customer social interaction during a group service encounter. J Strateg Mark 19(7):607–618

    Article  Google Scholar 

  • Fuschillo G, Cova B (2015) Subverting the market to help other consumers: the ‘la repasse’phenomenon. J Consum Behav 14(4):261–269

    Article  Google Scholar 

  • Gabbott M (2004) Undertaking a literature review in marketing. Mark Rev 4(4):411–429

    Article  Google Scholar 

  • Go M, Kim I (2018) In-flight NCCI management by combining the Kano model with the service blueprint: a comparison of frequent and infrequent flyers. Tour Manag 69:471–486

    Article  Google Scholar 

  • Gong K, Peng Y, Wang Y, Xu M (2018) Time series analysis for C2C conversion rate. Electron Commer Res 18(4):763–789

    Article  Google Scholar 

  • Grönroos C (1978) A service-orientated approach to marketing of services. Eur J Mark 12(8):588–601

    Article  Google Scholar 

  • Grönroos C, Voima P (2013) Critical service logic: making sense of value creation and co-creation. J Acad Mark Sci 41(2):133–150

    Article  Google Scholar 

  • Groth M (2005) Customers as good soldiers: examining citizenship behaviors in internet service deliveries. J Manag 31(1):7–27

    Google Scholar 

  • Grove SJ, Fisk RP (1997) The impact of other customers on service experiences: a critical incident examination of “getting along.” J Retail 73(1):63–85

    Article  Google Scholar 

  • Gruen TW, Osmonbekov T, Czaplewski AJ (2007) Customer-to-customer exchange: its MOA antecedents and its impact on value creation and loyalty. J Acad Mark Sci 35(4):537–549

    Article  Google Scholar 

  • Guenzi P, Pelloni O (2004) The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider. Int J Serv Ind Manag 15(4):365–384

    Article  Google Scholar 

  • Gummerus J (2013) Value creation processes and value outcomes in marketing theory: strangers or siblings? Mark Theory 13(1):19–46

    Article  Google Scholar 

  • Gursoy D, Cai RR, Anaya GJ (2017) Developing a typology of disruptive customer behaviors. Int J Contemp Hosp Manag 29(9):2341–2360

    Article  Google Scholar 

  • Harris K, Baron S (2004) Consumer-to-consumer conversations in service settings. J Serv Res 6(3):287–303

    Article  Google Scholar 

  • Harris K, Baron S, Ratcliffe J (1995) Customers as oral participants in a service setting. J Serv Mark 9(4):64–76

    Article  Google Scholar 

  • Harris K, Davies BJ, Baron S (1997) Conversations during purchase consideration: sales assistants and customers. Int Rev Retail Distrib Consum Res 7(3):173–190

    Google Scholar 

  • Harris K, Baron S, Davies B (1999) “What sort of soil do rhododendrons like?”—comparing customer and employee responses to requests for product-related information. J Serv Mark 13(1):21–37

    Article  Google Scholar 

  • Harris K, Baron S, Parker C (2000) Understanding the consumer experience: it’s “good to talk.” J Mark Manag 16(1–3):111–127

    Article  Google Scholar 

  • Heinonen K, Strandvik T, Mickelsson KJ, Edvardsson B, Sundström E, Andersson P (2010) A customer-dominant logic of service. J Serv Manag 21(4):531–548

    Article  Google Scholar 

  • Heinonen K, Jaakkola E, Neganova I (2018) Drivers, types and value outcomes of customer-to-customer interaction: an integrative review and research agenda. J Serv Theory Pract 28(6):710–732

    Article  Google Scholar 

  • Helkkula A, Kelleher C, Pihlström M (2012) Characterizing value as an experience: implications for service researchers and managers. J Serv Res 15(1):59–75

    Article  Google Scholar 

  • Ho TH, Tojib D, Tsarenko Y (2020) Human staff vs service robot vs fellow customer: does it matter who helps your customer following a service failure incident? Int J Hosp Manag 87:102501

    Article  Google Scholar 

  • Huang WH (2008) The impact of other-customer failure on service satisfaction. Int J Serv Ind Manag 19(4):521–536

    Article  Google Scholar 

  • Huang WH (2010) Other-customer failure: effects of perceived employee effort and compensation on complainer and non-complainer service evaluations. J Serv Manag 21(2):191–211

    Article  Google Scholar 

  • Huang J, Hsu CH (2009) Interaction among fellow cruise passengers: diverse experiences and impacts. J Travel Tour Mark 26(5–6):547–567

    Article  Google Scholar 

  • Huang J, Hsu CH (2010) The impact of customer-to-customer interaction on cruise experience and vacation satisfaction. J Travel Res 49(1):79–92

    Article  Google Scholar 

  • Huang WH, Wang YC (2014) Situational influences on the evaluation of other-customer failure. Int J Hosp Manag 36:110–119

    Article  Google Scholar 

  • Huang WH, Lin YC, Wen YC (2010) Attributions and outcomes of customer misbehavior. J Bus Psychol 25(1):151–161

    Article  Google Scholar 

  • Hwang J, Han H (2015) Understanding other customer perceptions in the private country club industry. Asia Pac J Tour Res 20(8):875–896

    Article  Google Scholar 

  • Hwang J, Lee JJ (2019) Understanding customer-customer rapport in a senior group package context. Int J Contemp Hosp Manag 31(5):2187–2204

    Article  Google Scholar 

  • Hyun SS, Han H (2015) Luxury cruise travelers: other customer perceptions. J Travel Res 54(1):107–121

    Article  Google Scholar 

  • Iverson TJ (2010) Cultural conflict: tourists versus tourists in Bali, Indonesia. Int J Cult Tour Hosp Res 4(4):299–310

    Article  Google Scholar 

  • Jaakkola E, Alexander M (2014) The role of customer engagement behavior in value co-creation: a service system perspective. J Serv Res 17(3):247–261

    Article  Google Scholar 

  • Jaakkola E, Helkkula A, Aarikka-Stenroos L (2015) Service experience co-creation: conceptualization, implications, and future research directions. J Serv Manag 26(2):182–205

    Article  Google Scholar 

  • Ji M, Wong I, Eves A, Leong M (2018) A multilevel investigation of China’s regional economic conditions on co-creation of dining experience and outcomes. Int J Contemp Hosp Manag 30(4):2132–2152

    Article  Google Scholar 

  • Joe S, Choi C (2019) The effect of fellow customer on complaining behaviors: the moderating role of gender. Int J Contemp Hosp Manag 31(8):3116–3133

    Google Scholar 

  • Johnson GD, Grier SA (2013) Understanding the influence of cross-cultural consumer-to-consumer interaction on consumer service satisfaction. J Bus Res 66(3):306–313

    Article  Google Scholar 

  • Johnson Z, Massiah C, Allan J (2013) Community identification increases consumer-to-consumer helping, but not always. J Consum Mark 30(2):121–129

    Article  Google Scholar 

  • Johnson D, Limbu YB, Jayachandran C, Reddy PR (2019) Climbing the down escalator: when customer-to-customer interaction may not be helping service firms. Eur J Mark 53(11):2348–2372

    Article  Google Scholar 

  • Jones P (1995) Managing customer-customer interactions within the service. Manag Res News 18(12):54–59

    Article  Google Scholar 

  • Jung JH, Yoo JJ (2017) Customer-to-customer interactions on customer citizenship behavior. Serv Bus 11(1):117–139

    Article  Google Scholar 

  • Jung JH, Yoo JJ, Arnold TJ (2017) Service climate as a moderator of the effects of customer-to-customer interactions on customer support and service quality. J Serv Res 20(4):426–440

    Article  Google Scholar 

  • Kandampully J, Zhang T, Jaakkola E (2018) Customer experience management in hospitality: a literature synthesis, new understanding and research agenda. Int J Contemp Hosp Manag 30(1):21–56

    Article  Google Scholar 

  • Karaosmanoğlu E, Bas ABE, Zhang JK (2011) The role of other customer effect in corporate marketing: its impact on corporate image and consumer-company identification. Eur J Mark 45(9–10):1416–1445

    Article  Google Scholar 

  • Kelley SW, Donnelly JH Jr, Skinner SJ (1990) Customer participation in service production and delivery. J Retail 66(3):315–335

    Google Scholar 

  • Kilian T, Steinmann S, Hammes E (2018) Oh my gosh, I got to get out of this place! A qualitative study of vicarious embarrassment in service encounters. Psychol Mark 35(1):79–95

    Article  Google Scholar 

  • Kim YS, Baker MA (2019) Observer reactions to other customer incivility: emotional labor, gratitude, loyalty to employee and tipping intention. Int J Contemp Hosp Manag 31(3):1292–1308

    Article  Google Scholar 

  • Kim HS, Choi B (2016) The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings. J Serv Mark 30(4):384–397

    Article  Google Scholar 

  • Kim N, Lee M (2012) Other customers in a service encounter: examining the effect in a restaurant setting. J Serv Mark 26(1):27–40

    Article  Google Scholar 

  • Kim SY, Yi Y (2017) Embarrassed customers: the dark side of receiving help from others. J Serv Manag 28(4):788–806

    Article  Google Scholar 

  • Kim SY, Yi Y (2018) Inter-customer helping behaviors: a virtuous cycle or unwanted intrusion? Serv Ind J. https://doi.org/10.1080/02642069.2018.1461842

    Article  Google Scholar 

  • Kim HS, Lee JY, La S, Choi B (2018) Conceptualization and model development of customer-to-customer encounter quality (CCEQ) in service settings. Psychol Mark 35(6):463–476

    Article  Google Scholar 

  • Kim KA, Byon KK, Baek W, Williams AS (2019) Examining structural relationships among sport service environments, excitement, consumer-to-consumer interaction, and consumer citizenship behaviors. Int J Hosp Manag 82:318–325

    Article  Google Scholar 

  • Kim J, Choi S, Martin D (2020a) The halo effect of C2C interaction quality in prolonged close-proximity service settings. J Serv Mark 34(4):459–472

    Article  Google Scholar 

  • Kim K, Byon KK, Baek W (2020b) Customer-to-customer value co-creation and co-destruction in sporting events. Serv Ind J 40(9–10):633–655

    Article  Google Scholar 

  • Klaus P, Maklan S (2012) EXQ: a multiple-item scale for assessing service experience. J Serv Manag 23(1):5–33

    Article  Google Scholar 

  • Kobia C, Liu C (2017) Why forward viral fashion messages? The moderating roles of consumers’ fashion traits and message orientation. J Internet Commer 16(3):287–308

    Article  Google Scholar 

  • Koenig-Lewis N, Asaad Y, Palmer A (2018) Sports events and interaction among spectators: examining antecedents of spectators’ value creation. Eur Sport Manag Q 18(2):193–215

    Article  Google Scholar 

  • Kohtamäki M, Parida V, Patel PC, Gebauer H (2020) The relationship between digitalization and servitization: the role of servitization in capturing the financial potential of digitalization. Technol Forecast Soc Chang 151:119804

    Article  Google Scholar 

  • Kulmala M, Mesiranta N, Tuominen P (2013) Organic and amplified eWOM in consumer fashion blogs. J Fashion Mark Manag 17(1):20–37

    Article  Google Scholar 

  • Laud G, Bove L, Ranaweera C, Leo WWC, Sweeney J, Smith S (2019) Value co-destruction: a typology of resource misintegration manifestations. J Serv Mark 33(7):866–889

    Article  Google Scholar 

  • Le TH, Arcodia C, Novais MA, Kralj A (2019) What we know and do not know about authenticity in dining experiences: a systematic literature review. Tour Manag 74:258–275

    Article  Google Scholar 

  • Levy SE (2010) The hospitality of the host: a cross-cultural examination of managerially facilitated consumer-to-consumer interactions. Int J Hosp Manag 29(2):319–327

    Article  Google Scholar 

  • Levy SE, Getz D, Hudson S (2011) A field experimental investigation of managerially facilitated consumer-to-consumer interaction. J Travel Tour Mark 28(6):656–674

    Article  Google Scholar 

  • Libai B, Bolton R, Bügel MS, De Ruyter K, Götz O, Risselada H, Stephen AT (2010) Customer-to-customer interactions: broadening the scope of word of mouth research. J Serv Res 13(3):267–282

    Article  Google Scholar 

  • Lin Z, Wong IA (2020) Cocreation of the hospitality brand experience: a triadic interaction model. J Vacat Mark 26(4):412–426

    Article  Google Scholar 

  • Lin H, Gursoy D, Zhang M (2020a) Impact of customer-to-customer interactions on overall service experience: a social servicescape perspective. Int J Hosp Manag 87:102376

    Article  Google Scholar 

  • Lin H, Zhang M, Gursoy D (2020b) Impact of nonverbal customer-to-customer interactions on customer satisfaction and loyalty intentions. Int J Contemp Hospit Manag 32(5):1967-1985

  • Line ND, Hanks L (2019) The social servicescape: understanding the effects in the full-service hotel industry. Int J Contemp Hosp Manag 31(2):753–770

    Article  Google Scholar 

  • Line ND, Hanks L, McGinley S (2018) When birds flock together: an identification of the destination social servicescape. J Travel Tour Mark 35(7):882–894

    Article  Google Scholar 

  • Loane SS, Webster CM (2014) Consumer-to-consumer value within social networks. Mark Rev 14(4):444–459

    Article  Google Scholar 

  • Luck M, Benkenstein M (2015) Consumers between supermarket shelves: the influence of inter-personal distance on consumer behavior. J Retail Consum Serv 26:104–114

    Article  Google Scholar 

  • Luo JG, Wong IKA, King B, Liu MT, Huang GQ (2019) Co-creation and co-destruction of service quality through customer-to-customer interactions: why prior experience matters. Int J Contemp Hosp Manag 31(3):1309–1329

    Article  Google Scholar 

  • Luther L, Benkenstein M, Rummelhagen K (2016) Enhancing patients’ hospital satisfaction by taking advantage of interpersonal similarity. J Retail Consum Serv 30:50–58

    Article  Google Scholar 

  • MacInnis DJ (2011) A framework for conceptual contributions in marketing. J Mark 75(4):136–155

    Article  Google Scholar 

  • Malone S, McKechnie S, Tynan C (2018) Tourists’ emotions as a resource for customer value creation, cocreation, and destruction: a customer-grounded understanding. J Travel Res 57(7):843–855

    Article  Google Scholar 

  • Martin CL (1995) The customer compatibility scale: measuring service customers’ perceptions of fellow customers. J Consum Stud Home Econ 19(3):299–311

    Article  Google Scholar 

  • Martin CL (1996) Consumer-to-consumer relationships: satisfaction with other consumers’ public behavior. J Consum Aff 30(1):146–169

    Article  Google Scholar 

  • Martin CL (2016) Retrospective: compatibility management: customer-to-customer relationships in service environments. J Serv Mark 30(1):11–15

    Article  Google Scholar 

  • Martin CL, Pranter CA (1989) Compatibility management: customer-to-customer relationships in service environments. J Serv Mark 3(3):5–15

    Article  Google Scholar 

  • Matson-Barkat S, Robert-Demontrond P (2018) Who’s on the tourists’ menu? Exploring the social significance of restaurant experiences for tourists. Tour Manag 69:566–578

    Article  Google Scholar 

  • McGrath MA, Otnes C (1995) Unacquainted influencers: when strangers interact in the retail setting. J Bus Res 32(3):261–272

    Article  Google Scholar 

  • Meshram K, O’Cass A (2018) Senior citizens’ perspective on the value offerings of third place via customer to customer (C-2-C) engagement. J Serv Mark 32(2):175–194

    Article  Google Scholar 

  • Miao L (2014a) Self-regulation and “other consumers” at service encounters: a sociometer perspective. Int J Hosp Manag 39:122–129

    Article  Google Scholar 

  • Miao L (2014b) Emotion regulation at service encounters: coping with the behavior of other customers. J Hosp Market Manag 23(1):49–76

    Google Scholar 

  • Miao L, Mattila AS (2013) The impact of other customers on customer experiences: a psychological distance perspective. J Hosp Tour Res 37(1):77–99

    Article  Google Scholar 

  • Miao L, Mattila AS, Mount D (2011) Other consumers in service encounters: a script theoretical perspective. Int J Hosp Manag 30(4):933–941

    Article  Google Scholar 

  • Millán CL, Garzon D, Navarro S (2016) C2C interactions creating value in the Route of Santiago. J Bus Res 69(11):5448–5455

    Article  Google Scholar 

  • Moher D, Klassen TP, Schulz KF, Berlin JA, Jadad AR, Liberati A (2000) What contributions do languages other than English make on the results of meta-analyses? J Clin Epidemiol 53(9):964–972

    Article  Google Scholar 

  • Moore R, Moore ML, Capella M (2005) The impact of customer-to-customer interactions in a high personal contact service setting. J Serv Mark 19(7):482–491

    Article  Google Scholar 

  • Moura e SáAmorim PM (2017) A typology of customer-to-customer interaction and its implications for excellence in service provision. Total Qual Manag Bus Excell 28(9–10):1183–1193

    Article  Google Scholar 

  • Moura e SáCunha PP (2019) Drivers of customer satisfaction and loyalty in swimming pools. TQM J 31(3):436–450

    Article  Google Scholar 

  • Murphy L (2001) Exploring social interactions of backpackers. Ann Tour Res 28(1):50–67

    Article  Google Scholar 

  • Neuhofer B, Buhalis D, Ladkin A (2012) Conceptualising technology enhanced destination experiences. J Destin Mark Manag 1(1–2):36–46

    Google Scholar 

  • Nguyen J, Ferraro C, Sands S (2020) Similarity over difference: how congruency in customer characteristics drives service experiences. J Bus Res 121:592–603

    Article  Google Scholar 

  • Nicholls R (2010) New directions for customer-to-customer interaction research. J Serv Mark 24(1):87–97

    Article  Google Scholar 

  • Nicholls R (2011) Customer-to-customer interaction (CCI): a cross-cultural perspective. Int J Contemp Hosp Manag 23(2):209–223

    Article  Google Scholar 

  • Nicholls R (2020) What goes on between customers? A cross-industry study of customer-to-customer interaction (CCI). J Serv Theory Pract 30(2):123–147

    Article  Google Scholar 

  • Nicholls R, Gad Mohsen M (2015) Other customer age: exploring customer age-difference related CCI. J Serv Mark 29(4):255–267

    Article  Google Scholar 

  • Nicholls R, Gad Mohsen M (2019) Managing customer-to-customer interaction (CCI)—insights from the frontline. J Serv Mark 33(7):798–814

    Article  Google Scholar 

  • Palmatier RW, Dant RP, Grewal D, Evans KR (2006) Factors influencing the effectiveness of relationship marketing: a meta-analysis. J Mark 70(4):136–153

    Article  Google Scholar 

  • Pandey S, Kumar D (2020) Customer-to-customer value co-creation in different service settings. J Cetacean Res Manag 23(1):123–143

    Google Scholar 

  • Papa A, Mital M, Pisano P, Del Giudice M (2020) E-health and wellbeing monitoring using smart healthcare devices: an empirical investigation. Technol Forecast Soc Chang 153:119226

    Article  Google Scholar 

  • Papathanassis A (2012) Guest-to-guest interaction on board cruise ships: exploring social dynamics and the role of situational factors. Tour Manag 33(5):1148–1158

    Article  Google Scholar 

  • Parker C, Ward P (2000) An analysis of role adoptions and scripts during customer-to-customer encounters. Eur J Mark 34(3/4):341–359

    Article  Google Scholar 

  • Pickering C, Byrne J (2014) The benefits of publishing systematic quantitative literature reviews for Ph.D. candidates and other early-career researchers. High Educ Res Dev 33(3):534–548

    Article  Google Scholar 

  • Pine BJ, Gilmore JH (1998) Welcome to the experience economy. Harv Bus Rev 76:97–105

    Google Scholar 

  • Pranter CA, Martin CL (1991) Compatibility management: roles in service performers. J Serv Mark 5(2):43–53

    Article  Google Scholar 

  • Raajpoot NA, Sharma A (2006) Perceptions of incompatibility in customer-to-customer interactions: examining individual level differences. J Serv Mark 20(5):324–332

    Article  Google Scholar 

  • Rahman K, Karpen IO, Reid M, Yuksel U (2015) Customer-to-customer interactions and word of mouth: conceptual extensions and empirical investigations. J Strateg Mark 23(4):287–304

    Article  Google Scholar 

  • Reichenberger I (2017) C2C value co-creation through social interactions in tourism. Int J Tour Res 19(6):629–638

    Article  Google Scholar 

  • Reichenberger I, Smith KA (2020) Co-creating communities: fandoms in tourism spaces. Tour Stud 20(2):166–181

    Article  Google Scholar 

  • Rihova I, Buhalis D, Moital M, Gouthro MB (2013) Social layers of customer-to-customer value co-creation. J Serv Manag 24(5):553–566

    Article  Google Scholar 

  • Rihova I, Buhalis D, Moital M, Gouthro MB (2015) Conceptualising customer-to-customer value co-creation in tourism. Int J Tour Res 17(4):356–363

    Article  Google Scholar 

  • Rihova I, Buhalis D, Gouthro MB, Moital M (2018) Customer-to-customer co-creation practices in tourism: lessons from customer-dominant logic. Tour Manag 67:362–375

    Article  Google Scholar 

  • Rihova I, Moital M, Buhalis D, Gouthro MB (2019) Practice-based segmentation: taxonomy of C2C co-creation practice segments. Int J Contemp Hosp Manag 31(9):3799–3818

    Article  Google Scholar 

  • Rosenbaum MS, Massiah CA (2007) When customers receive support from other customers: exploring the influence of intercustomer social support on customer voluntary performance. J Serv Res 9(3):257–270

    Article  Google Scholar 

  • Rousseau DM, Manning J, Denyer D (2008) 11 Evidence in management and organizational science: assembling the field’s full weight of scientific knowledge through syntheses. Acad Manag Ann 2(1):475–515

    Article  Google Scholar 

  • Rowley JE (1995) Customer compatibility management, or revisiting the silence rule. Libr Rev 44(4):7–12

    Article  Google Scholar 

  • Rowley JE (1996) Customer compatibility management: an alternative perspective on student-to-student support in higher education. Int J Educ Manag 10(4):15–20

    Article  Google Scholar 

  • Rummelhagen K, Benkenstein M (2017) Whose fault is it? An empirical study on the impact of responsibility attribution for customer misbehavior. Eur J Mark 51(11–12):1856–1875

    Article  Google Scholar 

  • Sands S, Harper E, Ferraro C (2011) Customer-to-noncustomer interactions: extending the ‘social’ dimension of the store environment. J Retail Consum Serv 18(5):438–447

    Article  Google Scholar 

  • Schau HJ, Muñiz AM Jr, Arnould EJ (2009) How brand community practices create value. J Mark 73(5):30–51

    Article  Google Scholar 

  • Sengupta AS, Pillai SS (2017) Impact of other customers on service quality evaluation and revisit intention in hospitality services. Int J Cult Tour Hosp Res 11(2):182–192

    Article  Google Scholar 

  • Sengupta AS, Sreejesh S (2017) Impact of other customers in high and low involvement services. J Indian Bus Res 9(1):41–58

    Article  Google Scholar 

  • Söderlund M (2011) Other customers in the retail environment and their impact on the customer’s evaluations of the retailer. J Retail Consum Serv 18(3):174–182

    Article  Google Scholar 

  • Song H, Altinay L, Sun N, Wang L (2018) The influence of social interactions on senior customers’ experience and loneliness. Int J Contemp Hosp Manag 30(8):2773–2790

    Article  Google Scholar 

  • Sreejesh S, Sarkar JG, Sarkar A, Eshghi A, Anusree MR (2018) The impact of other customer perception on consumer-brand relationships. J Serv Theory Pract 28(2):130–146

    Article  Google Scholar 

  • Temerak MS (2019) Bikini or Burkini? The role of swimwear and age as determinants of beach interaction with others. Tour Manag 75:269–283

    Article  Google Scholar 

  • Thakor MV, Suri R, Saleh K (2008) Effects of service setting and other consumers’ age on the service perceptions of young consumers. J Retail 84(2):137–149

    Article  Google Scholar 

  • Tomazelli J, Broilo PL, Espartel LB, Basso K (2017) The effects of store environment elements on customer-to-customer interactions involving older shoppers. J Serv Mark 31(4/5):339–350

    Article  Google Scholar 

  • Tombs AG, McColl-Kennedy JR (2010) Social and spatial influence of customers on other customers in the social-servicescape. Australas Mark J 18(3):120–131

    Article  Google Scholar 

  • Tombs AG, McColl-Kennedy JR (2013) Third party customers infecting other customers for better or for worse. Psychol Mark 30(3):277–292

    Article  Google Scholar 

  • Torres EN (2015) The influence of others on the vacation experience: an ethnographic study of psychographics, decision making, and group dynamics among young travelers. J Hosp Market Manag 24(8):826–856

    Google Scholar 

  • Torres EN (2016) Guest interactions and the formation of memorable experiences: an ethnography. Int J Contemp Hosp Manag 28(10):2132–2155

    Article  Google Scholar 

  • Torres EN, Lugosi P, Orlowski M, Ronzoni G (2018) Consumer-led experience customization: a socio-spatial approach. J Serv Manag 29(2):206–229

    Article  Google Scholar 

  • Tran QX, Dang MV, Tournois N (2020) The role of servicescape and social interaction toward customer service experience in coffee stores. The case of Vietnam. Int J Cult Tour Hosp Res 14(4):619–637

    Article  Google Scholar 

  • Tsang NK, Prideaux B, Lee L (2016) Attribution of inappropriate visitor behavior in a theme park setting—a conceptual model. J Travel Tour Mark 33(8):1088–1105

    Article  Google Scholar 

  • Uhrich S (2014) Exploring customer-to-customer value co-creation platforms and practices in team sports. Eur Sport Manag Q 14(1):25–49

    Article  Google Scholar 

  • van Tonder E, Saunders SG, de Beer LT (2020) A simplified approach to understanding customer support and help during self-service encounters. Int J Qual Reliab Manag 37(4):609–634

    Article  Google Scholar 

  • Vargo SL, Lusch RF (2008) Service-dominant logic: continuing the evolution. J Acad Mark Sci 36(1):1–10

    Article  Google Scholar 

  • Varshneya G, Das G (2017) Experiential value: multi-item scale development and validation. J Retail Consum Serv 34:48–57

    Article  Google Scholar 

  • Verhoef PC, Lemon KN, Parasuraman A, Roggeveen A, Tsiros M, Schlesinger LA (2009) Customer experience creation: determinants, dynamics and management strategies. J Retail 85(1):31–41

    Article  Google Scholar 

  • Webster J, Watson RT (2002) Analyzing the past to prepare for the future: writing a literature review. MIS Q 26(2):13–23

    Google Scholar 

  • Wei W (2019) Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality: a critical review of publications from 2000 to 2018. J Hosp Tour Technol 10(4):539–570

    Google Scholar 

  • Wei W, Lu YT, Miao L, Cai LA, Wang CY (2017a) Customer-customer interactions (CCIs) at conferences: an identity approach. Tour Manag 59:154–170

    Article  Google Scholar 

  • Wei W, Miao L, Cai LA, Adler H (2017b) Modeling event attendees’ experiences during customer-customer encounters (CCEs). Int J Contemp Hosp Manag 29(8):2085–2102

    Article  Google Scholar 

  • Wood EH, Kinnunen M (2020) Emotion, memory and re-collective value: shared festival experiences. Int J Contemp Hosp Manag 32(3):1275–1298

    Article  Google Scholar 

  • Wu CHJ (2007) The impact of customer-to-customer interaction and customer homogeneity on customer satisfaction in tourism service—the service encounter prospective. Tour Manag 28(6):1518–1528

    Article  Google Scholar 

  • Wu CHJ (2008) The influence of customer-to-customer interactions and role typology on customer reaction. Serv Ind J 28(10):1501–1513

    Article  Google Scholar 

  • Yagi C, Pearce PL (2007) The influence of appearance and the number of people viewed on tourists’ preferences for seeing other tourists. J Sustain Tour 15(1):28–43

    Article  Google Scholar 

  • Yang FX (2016) Tourist co-created destination image. J Travel Tour Mark 33(4):425–439

    Article  Google Scholar 

  • Yang ECL, Khoo-Lattimore C, Arcodia C (2017) A systematic literature review of risk and gender research in tourism. Tour Manag 58:89–100

    Article  Google Scholar 

  • Yi Y, Kim SY (2017) The role of other customers during self-service technology failure. Serv Bus 11(4):695–715

    Article  Google Scholar 

  • Yi Y, Gong T, Lee H (2013) The impact of other customers on customer citizenship behavior. Psychol Mark 30(4):341–356

    Article  Google Scholar 

  • Yin C, Poon P (2016) The impact of other group members on tourists’ travel experiences: a study of domestic package tours in China. Int J Contemp Hosp Manag 28(3):640–658

    Article  Google Scholar 

  • Yoo JJ, Arnold TJ, Frankwick GL (2012) Effects of positive customer-to-customer service interaction. J Bus Res 65(9):1313–1320

    Article  Google Scholar 

  • Zhang J, Beatty SE, Mothersbaugh D (2010) A CIT investigation of other customers’ influence in services. J Serv Mark 24(5):389–399

    Article  Google Scholar 

  • Zomerdijk LG, Voss CA (2010) Service design for experience-centric services. J Serv Res 13(1):67–82

    Article  Google Scholar 

  • Zourrig H, Chebat JC (2009) Waiting in a queue with strangers and acquaintances: an integrative model of customer-to-customer interactions effect on waiting time evaluation. Int J Qual Serv Sci 1(2):145–159

    Google Scholar 

Download references

Acknowledgements

We acknowledge the support of time and facilities from Ho Chi Minh City University of Technology (HCMUT), VNU-HCM for this study.

Author information

Authors and Affiliations

  1. Department of Marketing, Operations and General Management, Business School, Instituto Universitário de Lisboa (ISCTE-IUL), Avenida das Forças Armadas, 1649-026, Lisbon, Portugal

    Nguyen Bac Nguyen & João Carlos Rosmaninho Menezes

  2. School of Industrial Management, Ho Chi Minh City University of Technology (HCMUT), 268 Ly Thuong Kiet Street, District 10, Ho Chi Minh City, Vietnam

    Nguyen Bac Nguyen

  3. Vietnam National University Ho Chi Minh City, Linh Trung Ward, Thu Duc District, Ho Chi Minh City, Vietnam

    Nguyen Bac Nguyen

Authors
  1. Nguyen Bac Nguyen
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. João Carlos Rosmaninho Menezes
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Nguyen Bac Nguyen.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Appendix 1

Appendix 1

See Table 6.

Table 6 Details of the included articles
Full size table

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Nguyen, N.B., Rosmaninho Menezes, J.C. The thirty-year evolution of customer-to-customer interaction research: a systematic literature review and research implications. Serv Bus 15, 391–444 (2021). https://doi.org/10.1007/s11628-021-00446-9

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11628-021-00446-9

Keywords

Search

Navigation