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Managing customer-to-customer interactions: revisiting older models for a fresh perspective

Olivier Furrer (Department of Management, University of Fribourg, Fribourg, Switzerland)
Mikèle Landry (Department of Management, University of Fribourg, Fribourg, Switzerland)
Chloé Baillod (Department of Management, University of Fribourg, Fribourg, Switzerland)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 2 November 2023

Issue publication date: 5 January 2024

488

Abstract

Purpose

This study aims to develop a comprehensive, theoretically grounded framework of customer-to-customer interaction (CCI) management, by revisiting three older services marketing models: the servuction model, the services marketing triangle and the services marketing pyramid.

Design/methodology/approach

Noting the lack of theoretical frameworks of CCI management, this study adopts a problematization approach to identify foundational services marketing models, question their underlying assumptions, develop an alternative conceptual framework and evaluate its adequacy for CCI management, on the basis of a systematic literature review and content analyses.

Findings

By revisiting the assumptions underlying three relevant models in the light of the present-day, technology-infused service environment, this study proposes a four-triangle CCI management framework encompassing four specific modes of CCI management: managerial decisions by the firm; frontline employees; the design of the physical environment; and technology. Furthermore, this study emphasizes the triadic relationships involving the focal customer, other customers and the four modes of CCI management. Building on these findings, this study concludes with an extensive research agenda.

Originality/value

To the best of the authors’ knowledge, this study represents the first scholarly effort in services marketing literature to provide a comprehensive, theoretically grounded framework of CCI management. With its basis in foundational models, the new framework is well-suited to address future challenges to service marketplaces too.

Keywords

Acknowledgements

The authors would like to thank the reviewers and the editors of the Special Issue for their insightful comments and their support during the review process.

Citation

Furrer, O., Landry, M. and Baillod, C. (2024), "Managing customer-to-customer interactions: revisiting older models for a fresh perspective", Journal of Services Marketing, Vol. 38 No. 1, pp. 71-86. https://doi.org/10.1108/JSM-02-2023-0048

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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