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The future of research on customer-to-customer interaction (CCI)

In: A Research Agenda for Service Marketing

Author

Listed:
  • Richard Nicholls

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.

Suggested Citation

  • Richard Nicholls, 2024. "The future of research on customer-to-customer interaction (CCI)," Chapters, in: Olivier Furrer & Mikèle Landry & Chloé Baillod & Jie Y. Kerguignas (ed.), A Research Agenda for Service Marketing, chapter 7, pages 183-221, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21560_7
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    File URL: https://www.elgaronline.com/doi/10.4337/9781803923178.00018
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