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Journal article

Managing customer-to-customer interactions: revisiting older models for a fresh perspective

BP2-STS

  • 2023
Published in:
  • Journal of Services Marketing. - Emerald. - 2023, vol. 38, no. 1, p. 71-86
Customer-to-customer interaction
Services marketing models
Servuction
Problematization
Service encounter
Servicescape
Frontline service employees
Technology and service
Customer-to-customer
English Purpose – This study aims to develop a comprehensive, theoretically grounded framework of customer-to-customer interaction (CCI) management, by revisiting three older services marketing models: the servuction model, the services marketing triangle and the services marketing pyramid. Design/methodology/approach – Noting the lack of theoretical frameworks of CCI management, this study adopts a problematization approach to identify foundational services marketing models, question their underlying assumptions, develop an alternative conceptual framework and evaluate its adequacy for CCI management, on the basis of a systematic literature review and content analyses. Findings – By revisiting the assumptions underlying three relevant models in the light of the present-day, technology-infused service environment, this study proposes a four-triangle CCI management framework encompassing four specific modes of CCI management: managerial decisions by the firm; frontline employees; the design of the physical environment; and technology. Furthermore, this study emphasizes the triadic relationships involving the focal customer, other customers and the four modes of CCI management. Building on these findings, this study concludes with an extensive research agenda. Originality/value – To the best of the authors’ knowledge, this study represents the first scholarly effort in services marketing literature to provide a comprehensive, theoretically grounded framework of CCI management. With its basis in foundational models, the new framework is well-suited to address future challenges to service marketplaces too.
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
Persistent URL
https://folia.unifr.ch/unifr/documents/334065
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