Service experiences with other customers: a typology of customer cohort climates

Lee, L.W. ORCID: 0000-0002-3818-4445 and McCarthy, I.P., 2015. Service experiences with other customers: a typology of customer cohort climates. In: Academy of Marketing Conference 2015, University of Limerick, Limerick, Ireland, 7-9 July.

1237624_Lee.pdf - Post-print

Download (68kB) | Preview


Other than well-trained employees and well-designed physical surroundings, what else can service firms do to achieve that elusive customer delight? We argue that when service experiences take place with other customers, a service firm can manage the effect of other customers, an important yet overlooked aspect of a group service encounter. We introduce the term customer cohort climate (CCC) to refer to the effect of the other customers, an under-researched aspect of a group service encounter. This paper explores the research question: How do customer cohort climates vary and what are the implications for managers? This working conceptual paper proposes a 2x2 typology of customer cohort climate. The SCIT framework describes and explains four different types of CCC: social, cooperative, independent, and technical. It further identifies the implications for managing each type of CCC. In conclusion, this paper, by examining the different types of CCC, provides new insight into how other customers can be managed to enhance service experiences.

Item Type: Conference contribution
Creators: Lee, L.W. and McCarthy, I.P.
Date: July 2015
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 19 Nov 2019 14:14
Last Modified: 19 Nov 2019 14:14

Actions (login required)

Edit View Edit View


Views per month over past year


Downloads per month over past year