Managing customer-to-customer interactions in group services

Lee, L.W. ORCID: 0000-0002-3818-4445, Boon, E. and McCarthy, I.P., 2018. Managing customer-to-customer interactions in group services. In: 28th Academy of Marketing Science World Marketing Congress, Porto, Portugal, 27-29 June 2018.

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This study explores the impact that customer-to-customer interaction has on how customers experience a group service encounter and what firms can do to encourage positive and prevent negative interaction. We focus on the tourism and leisure sectors and conduct three sets of interviews, with 8 managers, 12 customers, and 10 frontline employees of firms that organize services in which customers are batched together in the delivery of the service. Through our findings we identify four factors of customer-to-customer interaction that can impact the service experience: group size and composition, service design, employee prompting, and the behavior of the customer group.

Item Type: Conference contribution
Creators: Lee, L.W., Boon, E. and McCarthy, I.P.
Date: June 2018
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 18 Nov 2019 16:52
Last Modified: 18 Nov 2019 16:52

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