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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.

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 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.

This study aims to examine whether indirect customer-to-customer interactions (CCI) affect consumers’ behavioral intentions and how that effect is generated. It also explores the effect of dining experience on customer behavioral intentions and how that effect varies by party type.

The research consists of an experimental survey-based study of n = 491 real-world consumers from a marketing research panel. Structural equation models are analyzed to examine hypothesized relationships.

Indirect CCIs significantly affect all five dimensions of experiential value. Food and beverage (F&B) excellence, aesthetics and service excellence positively affect customer revisit intentions and word-of-mouth intentions via restaurant image. Furthermore, party type moderates the effect of aesthetics on behavioral intentions so that the effect is significant for the social diner group only. Customer return on investment and playfulness show non-significant impacts on behavioral intentions.

Managers should be aware that indirect CCIs influence all aspects of the restaurant experience. Since F&B excellence, aesthetics and service excellence affect restaurant image and behavioral intentions, management can operationalize these elements of service. The impact of aesthetics differs by consumers’ party type, enabling management to create unique servicescapes based on their target customer segment.

The study pioneers an investigation of how indirect CCI is associated with behavioral intentions through the mediating effects of experiential value and restaurant image. It contributes to the literature by examining how the impact of diners’ experiences differs by party type.

This study draws on the service-dominant (S-D) logic paradigm to examine value co-creation and co-destruction. As these phenomena are driven by positive and negative “customer-to-customer” (C2C) interactions, this paper aims to examine their influence on tourist perceptions of service quality and how they shape affective responses toward tourism and hospitality services and brand loyalty.

Following a comprehensive literature review, the authors used convenience sampling to gather a large sample of tourists at Shanghai Disneyland, a recently opened and already popular international tourism attraction. Structural equation modeling was used to test for direct and moderated relationships.

The findings indicated that positive and negative C2C interactions have significant though differential impacts on customer responses. Furthermore, it was found that visitor arousal mediated the relationship between service quality and brand loyalty. Prior experience was identified as a moderator in the co-creation and co-destruction process during service encounters.

This paper is one of the first to examine the concept of co-destruction in the tourism and hospitality context. It contributes to the literature by demonstrating the merits of proactive service provision by tourism operators, taking account of both the co-creation and co-destruction of value.

The study extends the literature by taking account of both positive and negative C2C interactions when examining co-creation and co-destruction in the context of service encounters. It also contributes to knowledge by assessing the asymmetry of such interactions in the context of the customer experience.

Enterprises' multichannel operations provide various avenues for customer interaction; however, existing literature investigating customer-to-customer interaction (CCI) mainly focuses on a single channel. The purpose of this paper is to investigate the spillover effect of CCI and potential underlying mediating mechanisms in different information channels.

Three between-subjects experiments with 946 participants were employed to empirically validate the proposed hypotheses in the context of an experiential product and a material product.

Results suggest the clear spillover effect of CCI, indicating that positive CCI improves focal customers' satisfaction and purchase intention, whereas negative CCI reduces focal customers' satisfaction and purchase intention. Moreover, CCI's spillover effect varies based on the CCI channel. Offline CCI has a stronger positive spillover effect than online CCI. Contrarily, online CCI has a stronger negative spillover effect than offline CCI. Customer experience and trust are demonstrated to have mediating roles in this process.

This study is the first to comprehensively understand and compare the CCI spillover effect of the two information channels. The findings add to the existing knowledge of information processing in the psychological mechanisms influencing the belief in addition to providing insights for companies engaged in multichannel operations management across different channels.

This study aims to investigate the effects of servicescape on customer satisfaction and loyalty – centered on social interaction and service experience in the café setting.

Data for this study were collected from approximately 1,800 customers at 185 coffee stores located in the three largest cities in Vietnam through the self-administered questionnaires.

The research findings pointed out the significant impacts of café servicescape on social interaction quality, including customer-to-employee interaction (CEI) and customer-to-customer interaction (CCI). Social interactions and servicescape were shown to remarkably influence customer experience quality, customer satisfaction and loyalty. Moreover, the study confirmed the interrelation between service experience, satisfaction and loyalty in the café setting.

This study provides marketers and service managers a deeper understanding of improving customer satisfaction and loyalty through the control of servicescape attributes and social interactions in café contexts.

This research explores the significant impacts of café servicescape on social interaction quality (CEI and CCI). Additionally, it provides insights within the role of social interactions to customer’s affective and behavioral responses in service settings, especially the CCI quality.

To empirically examine the development and influence that customer‐to‐customer interactions (CCI) have in a high personal contact setting.

Using responses from patrons of different hair salons, the role that salon atmospherics had on the formation of CCI was assessed. Then, the relative influence of CCI on satisfaction with the firm, loyalty to the firm and firm word‐of‐mouth, in a model of service outcomes, was examined.

Results indicate that atmospherics do influence CCI, which in turn is a strong predictor of loyalty to the firm and positive word‐of‐mouth.

Care should be taken when generalizing these findings to other service settings. It should be noted that all female respondents were generally more educated and had higher incomes than the general population.

This study suggests that positive perceptions of atmospherics will lead to positive CCI effects. If managers determine that they would like to enhance the quality of CCI, they should incorporate changes to the physical settings that enhance the type of interactions they desire.

In terms of how to assess CCI, the authors provide a simple four‐item scale which can be used by managers to assess the degree in which their customers interact and the effect that the interaction has on their experience.