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Understanding the Influence of Cues from Other Customers in the Service Experience: A Scale Development and Validation

E. Deanne Brocato, Clay M. Voorhees and Julie Baker

Journal of Retailing, 2012, vol. 88, issue 3, 384-398

Abstract: During most consumer exchanges, particularly in service and retailing settings, customers are “in the factory” and, as a result, the presence of other customers can have a profound impact on customer experiences. Despite studies demonstrating the importance of managing the customer experience and customer portfolios, the marketing literature lacks a comprehensive scale that can be used to assess individuals’ perceptions of other customers during commercial transactions. This study conceptualizes a three-dimension, Other Customer Perception (OCP) scale to address this gap. Using a seven-step scale development process, the multi-dimensional conceptualization is supported and validated and the research demonstrates the impact of the OCP dimensions on consumers’ approach and avoidance intentions. The findings provide a clearer understanding of how other customers can indirectly influence assessments of a customer exchange and can assist in the measurement of other customer perceptions in future research efforts.

Keywords: Perceptions of other customers; Scale development; Retail customer behavior; Retail customer experience (search for similar items in EconPapers)
Date: 2012
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