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Customer-to-Customer Interactions in Service

In: The Palgrave Handbook of Service Management

Author

Listed:
  • Kristina Heinonen

    (Hanken School of Economics)

  • Richard Nicholls

    (Worcester Business School, University of Worcester)

Abstract

Customers are constantly interacting with different actors and resources in the marketplace.This chapter explores how customers can be influenced by other customers present in the service setting. While research has devoted considerable attention to interactions taking place between customers and employees, far less attention has been paid to interactions among customers.Generally known as customer-to-customer interaction (CCI), these positive or negative interactions represent an important potential for service organizations. A conceptual framework is developed to outline the range of CCI and it is used to direct managerial attention to strategies for supporting CCI. The chapter delineates an agenda for future research into C2C behavior.

Suggested Citation

  • Kristina Heinonen & Richard Nicholls, 2022. "Customer-to-Customer Interactions in Service," Springer Books, in: Bo Edvardsson & Bård Tronvoll (ed.), The Palgrave Handbook of Service Management, pages 629-654, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-91828-6_32
    DOI: 10.1007/978-3-030-91828-6_32
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