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An analysis of role adoptions and scripts during customer‐to‐customer encounters

Cathy Parker (Department of Retailing and Marketing, The Manchester Metropolitan University, Manchester, UK, and)
Philippa Ward (Gloucestershire Business School, Cheltenham, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 April 2000



Focuses on customer‐to‐customer interaction between strangers. It begins by reviewing the literature in the field and establishing a number of roles that customers may play while participating in this type of interaction. The study then goes on to measure the frequency of interaction and the propensity of 467 garden centre customers to adopt the roles identified by the literature (namely helpseeker and help providers). From analysis of their responses the authors are able to produce typical role scripts associated with each of the roles identified. These will help those interested in managing and facilitating these potentially valuable interactions and give some structure for future research in the area.



Parker, C. and Ward, P. (2000), "An analysis of role adoptions and scripts during customer‐to‐customer encounters", European Journal of Marketing, Vol. 34 No. 3/4, pp. 341-359.




Copyright © 2000, MCB UP Limited

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