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As worlds collide: The role of marketing management in customer-to-customer interactions

Author

Listed:
  • Ekpo, Akon E.
  • Riley, Breagin K.
  • Thomas, Kevin D.
  • Yvaire, Zachary
  • Henderson Gerri, Geraldine Rosa
  • Muñoz, Isaac I.

Abstract

Compatibility among customers within a consumption setting can help marketing managers ensure that Customer-to-Customer Interaction (CCI) between heterophilous customers does not detract from either customer's service experience. To date, however, much literature has focused on homophilous customers with few noted exceptions. Our research examines CCI under heterophily, which is important when managing an increasingly diverse customer base. This research presents the phenomenon of the collision of two worlds: FurTime and the Kaleidoscape Conference. FurTime is an annual conference mainly attended by furries. The Kaleidoscape Conference is an annual conference mainly attended by people from under-represented ethnoracial groups who are interested in pursuing doctorates in a business discipline. We employ netnography and introspection to theorize about how understanding CCI in the form of acculturation, competition, coopetition, cooperation, and territorialism can inform the role of the marketing manager within CCI.

Suggested Citation

  • Ekpo, Akon E. & Riley, Breagin K. & Thomas, Kevin D. & Yvaire, Zachary & Henderson Gerri, Geraldine Rosa & Muñoz, Isaac I., 2015. "As worlds collide: The role of marketing management in customer-to-customer interactions," Journal of Business Research, Elsevier, vol. 68(1), pages 119-126.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:1:p:119-126
    DOI: 10.1016/j.jbusres.2014.04.009
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    References listed on IDEAS

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    Cited by:

    1. Nguyen Bac Nguyen & João Carlos Rosmaninho Menezes, 2021. "The thirty-year evolution of customer-to-customer interaction research: a systematic literature review and research implications," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 391-444, September.
    2. Healy, Michael John & Beverland, Michael B., 2016. "Being sub-culturally authentic and acceptable to the mainstream: Civilizing practices and self-authentication," Journal of Business Research, Elsevier, vol. 69(1), pages 224-233.
    3. Jin Ho Jung & Jay Jaewon Yoo, 2017. "Customer-to-customer interactions on customer citizenship behavior," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 117-139, March.
    4. Shuiping Ding & Jie Lin & Zhenyu Zhang, 2021. "The Influences of Consumer-to-Consumer Interaction on Dissatisfactory Consumers’ Repetitive Purchases in Network Communities," Sustainability, MDPI, vol. 13(2), pages 1-19, January.
    5. Clark, Moira K. & Lages, Cristiana Raquel & Hollebeek, Linda D., 2020. "Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm," Journal of Business Research, Elsevier, vol. 121(C), pages 549-556.

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