A CIT investigation of other customers' influence in services

Jingyun Zhang (Department of Marketing, College of Business Administration, Bowling Green State University, Bowling Green, Ohio, USA)
Sharon E. Beatty (Culverhouse College of Commerce and Business Administration, University of Alabama, Tuscaloosa, Alabama, USA)
David Mothersbaugh (Culverhouse College of Commerce and Business Administration, University of Alabama, Tuscaloosa, Alabama, USA)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 3 August 2010

Abstract

Purpose

This paper aims to explore the different forms of other customers' influence in various service settings.

Design/methodology/approach

The critical incident technique (CIT) method was used to collect and analyze the data. A total of 142 critical incidents involving other customers' influence in services were collected.

Findings

Based on CIT analysis, nine types of other customers' influence involving positive and negative, direct and indirect customer‐to‐customer interactions emerge. In addition, the researchers find that the degree of other customers' influence varies for different service settings.

Research limitations/implications

Methodologically, there are a number of limitations of the CIT method used in this research. The paper suggests ways to overcome these limitations. Moreover, findings of this research suggest a number of additional directions for future research.

Practical implications

This research suggests the importance of proactively managing customer‐to‐customer interactions during a service encounter experience.

Originality/value

This paper builds on previous research and provides empirically based analysis of the different forms of other customers' influence across service settings.

Keywords

Citation

Zhang, J., Beatty, S. and Mothersbaugh, D. (2010), "A CIT investigation of other customers' influence in services", Journal of Services Marketing, Vol. 24 No. 5, pp. 389-399. https://doi.org/10.1108/08876041011060495

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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