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Creating superior customer experience quality is important to firm success, but the link between customer experience quality and customer-to-customer interaction quality – a critical component of customer experience quality in mass service settings – has seldom been spotlighted. This paper aims to propose and test a theoretical model of the relationship among three types of customer-to-customer interaction quality (friend-interaction, neighboring customer-interaction and audience-interaction) and customer experience quality. They also examine these variables’ effects on customer citizenship behavior in mass service settings.

The authors collected data through a self-administered survey. The proposed relationships were tested using structural equation modeling.

Friend-interaction and audience-interaction quality perceptions significantly influence customer experience quality, with neighboring customer-interaction quality perception significant only for low communication quality. We find that enhancing customer experience quality is crucial to promoting citizenship behavior in mass service settings.

Neighboring customer-interaction quality perception has a significant effect on customer experience quality, particularly in a low communication quality situation. Therefore, service marketers should provide effective neighboring customer-interaction management schemes to enhance experience quality together with friend-interaction and audience-interaction management schemes when customers experience low communication quality. Additionally, service marketers should focus on enhancing communication quality only when anticipating low neighboring customer-interaction quality.

The findings highlight the effects of three types of customer-to-customer interaction quality on customer citizenship behavior through experience quality perception in mass service settings, and the effect of neighboring customer-interaction quality perception on customer experience quality, moderated by communication quality.

The current study aims to explore the relationships between three kinds of customer-to-customer (C2C) interaction quality and brand loyalty via customer promotion and prevention emotions.

In order to test the model, we gathered self-administered data through an online survey. The relationships were examined using structural equation modelling (SEM).

The findings show that the influence of customer-to-customer interaction quality on promotion/prevention emotion varies: friend-interaction quality evokes both promotion emotion (high-arousal feelings) and prevention emotion (low-arousal feelings), whereas neighbouring customer-interaction quality elicits promotion emotion, and audience-interaction quality elicits prevention emotion. Moreover, the findings show that enhancing both promotion and prevention emotions is crucial to improve customer attitudinal loyalty in mass service settings, and the strength of the link from promotion emotion to attitudinal loyalty is stronger than that from prevention emotion.

The authors suggest that marketers should focus on facilitating effective friend- and neighbouring customer-interaction to enhance promotion emotion.

The paper contributes to a stream of research on customer-to-customer interaction by exploring the relative influences of three kinds of customer-to-customer interaction quality on customer attitudinal loyalty via post-consumption emotions.

This study aims to investigate the impact of three types of online customer-to-customer interaction qualities on customers' participation intention through customer–firm affection in online mass service contexts to address the influence of several types of intercustomer interactions.

The data were amassed using retrospective experience sampling. The hypothesized relationships were examined utilizing structural equation modeling.

The results demonstrate that the perceived quality of the friend-interaction (e.g. [non-]verbal online interaction with friends), neighboring customer-interaction (e.g. [non-]verbal online interaction with stranger users) and the audience-interaction (crowding) has a significant impact upon customer participation intention, mediated by customer–firm affection.

This research was performed in the situation of online mass services (e.g. massively multiplayer online role-playing games). Future studies could extend the findings by conducting further studies across various types of services and by comparing results across different categories of mass services (e.g. hedonic vs utilitarian).

Online mass service marketers should focus on facilitating all three types of online customer-to-customer interactions (i.e. friend-, neighboring customer-, and audience-interaction). For example, online game developers may need to require users to communicate and collaborate with not only friends but also stranger users to progress and succeed in online multiplayer games.

The current study differs from prior research by addressing the influences of not only online intercustomer interaction qualities but also customer–firm affection on customer participation intention.

This study aims to examine members’ perceptions of interactivity in brand communities on social networking sites in the Super Basketball League (SBL) context in Taiwan.

The proposed model was empirically evaluated using survey data collected from 332 followers of the SBL teams’ Facebook pages on their perceptions of brand communities. Structural equation modeling was used to examine the relationships in the research model.

The results suggest significant relationships between perceived interactivity and community benefits, including special treatment, social influence, sense of membership and the notion that community satisfaction has a strong and positive effect on brand loyalty. Both social influence and a sense of membership positively affect community satisfaction. However, special treatment negatively affects community satisfaction. Perceived interactivity positively affects a sense of membership and social influence, which, in turn, positively affect community satisfaction.

This study examines the effects of members’ perceived interactivity and community benefits. The results significantly advance the understanding of the antecedents of members’ loyalty to specific brands. The study offers insights into practical ways of improving community satisfaction and brand loyalty by running brand communities on social networking sites. The findings also augment the theory of brand management.

Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Why people buy things is still, despite decades of research and observation, a relatively mysterious phenomenon. Every day hundreds of firms start up and a similar number fail, and all of them have the same hope – that people will spend their money on the things they are providing. And yet those firms that start up, with all of the planning and investment behind them, will still be unsure if that expenditure will happen on their things. Just as those firms that have failed once benefited from that spending before it started to stop.

Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

This paper advances our understanding of the relationship between quality, value and satisfaction in the context of spectator sport services. This is achieved through an analysis and examination of relevant secondary data culminating in a conceptual model. Although extensive research has been conducted in the three separate areas of quality, value and satisfaction, to date no work has been reported attempting to develop macro models that capture the concepts and their potential interrelationships. Such macro models could enhance the communication and stimulate further research for sport marketing scholars. This paper proposes a model apposite for further research and in the process leads to the potential confirmation, rejection or indeed, adaptation of the conceptualization of sport services.

The purpose of this paper is to explore the impact that theatre can have on its audiences, both immediately and over time.

The article evaluates the existing literature on impact and critically reviews a number of benefits models. Through a textual analysis of 42 semi‐structured depth interviews, the paper deconstructs the concept of impact and rearticulates it in audiences’ terms.

Impact emerges as a personal construct articulated by audiences in terms of emotion, captivation, engagement, enrichment, escapism, wellbeing, world view and addiction. Impact is ultimately described as a relative concept, dependent on audience typology and perceived by audiences in holistic terms, incorporating both intrinsic value and instrumental benefits. While catharsis is confirmed as a key enabler of impact, flow emerges as both an enabler and a benefit in itself.

As this is a qualitative study with a sample of 42, the results are not representative of theatre audiences in general. Future research might test the findings of this study in a larger, quantitative survey, which might also test the relationships between the emerging variables.

There are significant implications here for theatre‐makers and venues. From a marketing perspective, more sophisticated segmentation of audience databases could uncover ‘value ambassadors’ to spread positive word of mouth about the impact theatre has on their lives. Venues and touring companies could also consider how to prepare audiences for impact more effectively and how to minimise distraction and facilitate audience interaction with artists and theatre‐makers. Obvious solutions here are mood enhancing atmospherics and well trained front‐of‐house staff.

The originality of this study lies in its audience‐focussed approach. Impact has tended to be constructed from the perspective of producers, marketers and academics, whereas this study invites audiences to describe it in their own, authentic vernacular. These authentic insights are of value to academics, producers, policy advisors, funders and marketers working in the arts, because they help shed light on why people attend the arts and the benefits they derive from them.

The purpose of this paper is to illustrate how designers attempt to engage audiences through different media in TV idents; and to explore how the human mark (such as drawing and model making) in a hybrid with digital media can not only revitalise traditions in design, but also the reception of illusion in this context.

The study focuses on the work of RedBee Media, a company that has a global market and reputation. The phenomenology of how BBC Three and BBC 2 Christmas were rebranded was examined through interviews with the designers and animators involved. Taking a media industry studies lens to examine an art/technology divide the author will expand the visual culture theory of Manovich’s (2007) metamedium.

The influence of technology on television graphic design is contested and continual. Designers might begin to question rather than rely on technology through the process of design. They can confront generic software solutions and apply more critical skills to explore fusions of heritage and digital processes in a metamedium.

This research was focused on a UK broadcaster and a single UK creative agency with a global influence. Future research should examine leading creative practice in other international markets.

The significance of this research is in understanding the materiality and creativity in the artform of TV idents and how designers attempt to engage audiences through different media.

Academics in media and design history are acknowledging the cultural significance of television branding. Design practitioners need to understand why and how in the work of others.

This article aims to advance a new theoretical perspective on the basis of prosumption theory, namely, that online review platforms can be conceptualized as prosumer communities (and online reviews as prosumer-generated content). This perspective meshes with message tuning research to suggest specific mechanisms through which peer-to-peer prosumption takes place in online review communities. Overall, this article enriches and deepens theoretical understanding of prosumption behavior in the product review context and offers practical advice for inducing high-value, prosumer-generated content in online communities.

Exploratory observations of current practices across a wide spectrum of review platforms were conducted. The observed platforms include independent review sites (e.g. Yelp) and review sites affiliated with e-tailers (e.g. Amazon), general review sites (e.g. Viewpoints) and product-specific review sites (e.g. Healthgrades), large-scale review sites (e.g. TripAdvisor) and review sites of a smaller scale (e.g. Judy’s Book) and review sites based in different geographic regions, including Australia (e.g. Productreview.com.au), China (e.g. Taobao), Europe (e.g. Reevoo), India (e.g. Zomato) and North America (e.g. Foursquare).

Theoretical analysis suggests that high-quality review content is the result of collaborative prosumption characterized by three distinct value-adding processes: history-based message tuning, audience-based message tuning and norm-based message tuning. In-depth observations reveal that today’s review platforms are leveraging these value-adding processes to varying degrees. The overwhelming diversity of the observed platform features points to the need for more research on platform design and management.

This research identifies three distinct dimensions of review quality – novelty, relevancy and congruency – that can be systematically managed through platform design. The exploratory nature of this research necessitates follow-up work to further investigate how high-quality review content emerges in the historical, interpersonal and cultural contexts of online prosumer communities.

The prosumption-inducing mechanisms identified in this research have major consumer welfare and strategy implications. First, they may lead to novel, relevant and congruent consumer reviews. Second, they may enhance the value of brand communities (which rely heavily on collaborative prosumption).

This research addresses two intriguing questions pertinent to marketing theory and practice in the digital era. First, how do high-quality reviews emerge on product review platforms (which consist of ordinary consumers)? Second, what constitutes high-quality review content and how can platform managers facilitate the collaborative creation of high-quality review content by ordinary consumers?

In recent years museums have changed from being predominantly custodial institutions to becoming increasingly focussed on audience attraction. New emphasis is placed on museum‐audience interactions and relationships. This change in the purpose and priorities of museums has impacted upon the nature of museum management. The recognition of new roles for museum directors and the need to appeal to differentiated audiences has created new challenges for previously traditional, custodial directors. This paper presents a conceptual framework for managing museums, taking account of the museum service context and the delivery of the museum service product. It then examines two museums, one in Ireland and one in Australia, both of which have a similar cultural history. The paper considers the different management styles for museum directors and how these different styles illustrate the changes in professional perspective from the traditional (a focus on custodial preservation) to the more current (a focus on educating and entertaining the public).