Customer‐to‐customer interaction (CCI): a cross‐cultural perspective

Abstract

Purpose

The paper aims to conceptually explore customer‐to‐customer interaction (CCI) in a cross‐cultural context; and to identify research opportunities in the field of cross‐cultural CCI.

Design/methodology/approach

The paper analyses consultations both with CCI experts and cross‐cultural management experts.

Findings

Cross‐cultural customer‐to‐customer interaction (CC‐CCI) is shown to have received very little research attention. The relevance of CCI to hospitality management is highlighted and opportunities for future investigations are identified. CC‐CCI is shown to be conceptually quite complex.

Practical implications

For hospitality management practitioners and researchers, a variety of perspectives on how CC‐CCI can influence the customer experience are provided. Service managers are provided with a new dimension to incorporate into their strategic and operational plans for managing CCI in an increasingly globalised environment.

Social implications

The article contributes towards developing a scientific approach towards understanding a phenomenon which is a widespread feature of social life. It also provides a fresh focus for cross‐cultural research.

Originality/value

The paper addresses an important and original issue in hospitality management. Many illustrations of the new concept are provided and directions and methods for conducting research into CC‐CCI are put forward. The article also contributes to the hospitality management literature by broadening the discussion of the customer as an operant resource.

Citation

Nicholls, R. (2011), "Customer‐to‐customer interaction (CCI): a cross‐cultural perspective", International Journal of Contemporary Hospitality Management, Vol. 23 No. 2, pp. 209-223. https://doi.org/10.1108/09596111111119338