The interplay between physical and social servicescape: investigating negative CCI
BP2-STS
- Furrer, Olivier ORCID Department of Management University of Fribourg, Switzerland
- Landry, Mikèle ORCID Department of Management University of Fribourg, Switzerland
- Baillod , Chloé ORCID Department of Management University of Fribourg, Switzerland
- Yu Kerguignas, Jie ORCID EHL Hospitality Business School, HES-SO, University of Applied Sciences and Arts Western Switzerland, Delémont, Switzerland
- 2023
Published in:
- Journal of Services Marketing. - Emerald. - 2023, vol. 37, no. 6, p. 732-745
Physical context
Servicescape
Customer-to-customer interactions
Offline service encounters
Responsibility attribution
Customer experience
English
Purpose – Negative customer-to-customer interactions (NCCI) occurring in physical service encounters can have a detrimental effect on a focal customer’s experience. This paper aims to explore how the interplay between the physical servicescape and the presence and behavior of other customers can lead to NCCI. Moreover, through an examination of customers’ responsibility attribution, the paper underlines the need for service organizations to manage this interplay. Design/methodology/approach – The authors rely on a mixed approach with two studies grounded in the Stimulus–Organism–Response paradigm. In a preliminary quantitative study, the authors test a model of the effects of NCCI on customers’ attribution and behavioral outcomes using partial least squares structural equation modeling. Next, in a qualitative study, they collect and explore NCCI incidents in eight service industries relying on the critical incident technique (CIT). Findings – When experiencing NCCI, customers attribute at least partial responsibility for their negative experience to the service provider. The findings of the CIT study reveal three interplay mechanisms leading to NCCI: when other customers’ behavior is triggered by the physical servicescape; when other customers’ behavior is incongruent with the behavioral norms set by the physical servicescape; and when the physical servicescape is altered by other customers’ misbehavior. Originality/value – This paper provides a comprehensive, empirically grounded, understanding of the interplay between the physical and social servicescape, focusing on the presence and behavior of the other customers and its effect on the customer experience.
- Faculty
- Faculté des sciences économiques et sociales et du management
- Department
- Département des sciences du Management
- Language
-
- English
- Classification
- Economics
- License
-
Rights reserved
- Open access status
- green
- Identifiers
-
- DOI 10.1108/JSM-04-2022-0148
- ISSN 0887-6045
- Persistent URL
- https://folia.unifr.ch/unifr/documents/334064
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