Social and spatial influence of customers on other customers in the social-servicescape

Alastair G. Tombs and Janet R. McColl-Kennedy

Australasian marketing journal, 2010, vol. 18, issue 3, 120-131

Abstract: Drawing on Social Facilitation theory and Affiliative Conflict theory, this three study paper investigates the social and spatial influence customers have on other customers present in a social servicescape–cafes. Unobtrusive, naturalistic observation is used to identify, categorise and evaluate the behaviour of customers on other customers across two empirical studies. In total 242 episodes were observed and analysed from 40 separate observation sessions, ranging from 60 to 150min across three settings. A third study, comprised of four focus groups explores the why of the observed behaviours of Studies 1 and 2, and supports their key findings.

Keywords: Servicescape; Customer-to-customer; Qualitative methods (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:18:y:2010:i:3:p:120-131

DOI: 10.1016/j.ausmj.2010.04.001

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