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The influence of customer-to-customer interactions and role typology on customer reaction

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  • Cedric Hsi-Jui Wu

Abstract

The service encounter is an important topic in service management. Although researchers have argued that customer-to-customer interactions may affect customers' evaluation of the service experience in service encounter contexts, the impact of customer-to-customer interaction on customer reaction has not been sufficiently studied. Consequently, the objective of this research is to investigate the relationship between customer-to-customer interactions, role typology and customer reaction. This research adopted questionnaires to investigate tourists traveling to foreign areas and concluded that the perception of customer-to-customer interaction incidents could be extracted into six factors. ‘Protocol and sociability incidents’ have a significant positive impact on customer satisfaction; ‘malcontent incidents’ have a negative impact; ‘crude incidents’ and ‘malcontent incidents’ have significant negative impact on customer loyalty; and finally, the customer's role typology moderates the relationship between ‘protocol and sociability incidents’ and customer satisfaction.

Suggested Citation

  • Cedric Hsi-Jui Wu, 2008. "The influence of customer-to-customer interactions and role typology on customer reaction," The Service Industries Journal, Taylor & Francis Journals, vol. 28(10), pages 1501-1513, December.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:10:p:1501-1513
    DOI: 10.1080/02642060802250310
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    Cited by:

    1. Dah-Kwei Liou & Wen-Hai Chih & Li-Chun Hsu & Chia-Yi Huang, 2016. "Investigating information sharing behavior: the mediating roles of the desire to share information in virtual communities," Information Systems and e-Business Management, Springer, vol. 14(2), pages 187-216, May.
    2. Komppula, Raija & Ilves, Riikka & Airey, David, 2016. "Social holidays as a tourist experience in Finland," Tourism Management, Elsevier, vol. 52(C), pages 521-532.
    3. Begum Dilara Emiroglu, 2021. "Other Tourists as Part of Tourism Product," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 7(2), pages 171-194, December.
    4. Christèle Camelis & Florence Dano & Kiane Goudarzi & Viviane Hamon & Sylvie Llosa, 2013. "The roles of co-clients and their influence on overall satisfaction during the service experience," Post-Print hal-01822880, HAL.
    5. 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.
    6. Georgi, Dominik & Mink, Moritz, 2013. "eCCIq: The quality of electronic customer-to-customer interaction," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 11-19.
    7. Zhou, Lanlan & Gao, Min & Kou, Yan & Yang, Jianchun, 2021. "Service with improper requests: How fellow customers interpret Employee's judgment call," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    8. Huan Sun & Shaofeng Wu & Yanning Li & Guangquan Dai, 2019. "Tourist-to-Tourist Interaction at Festivals: A Grounded Theory Approach," Sustainability, MDPI, vol. 11(15), pages 1-15, July.
    9. Hua, Lian-Lian & Prentice, Catherine & Han, Xiaoyun, 2021. "A netnographical approach to typologizing customer engagement and corporate misconduct," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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