 The future of research on customer-to-customer interaction (CCI)Richard Nicholls Chapter 7 in A Research Agenda for Service Marketing, 2024, pp 183-221 from Edward Elgar Publishing Abstract: Customer-to-customer interaction (CCI) is an area of service research that has received increasing attention over the last three decades. An important antecedent of this has been the growing realisation that CCI is “an unavoidable aspect of the vast majority of service experiences” (Fombelle et al., 2020, p. 392). Indeed, for some services, interactions between customers outnumber those between employees and customers (Martin & Clark, 1996). This chapter examines how other customers present in the service setting can influence a customer’s service experience. It starts by briefly considering what CCI is and why it is increasingly the subject of service marketing research. Next, the state of current research is overviewed. Then the chapter develops an extensive future research agenda for CCI based around four themes. These themes are: conceptual clarity of CCI and its contexts; the management of CCI; transcending disciplinary boundaries in CCI research; and CCI and the service marketing curriculum. Keywords: Business and Management; Economics and Finance; Geography (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:21560_7 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Chapters from Edward Elgar Publishing |
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