The impact of customertocustomer interactions in a high personal contact service setting

• Published in: The Journal of services marketing Vol. 19; no. 7; pp. 482 - 491
• Main Authors: Moore, Robert, Moore, Melissa L., Capella, Michael
• Format: Journal Article
• Language: English
• Published: Emerald Group Publishing Limited 01-12-2005
• Subjects: Consumer behaviour; Customer loyalty; Interpersonal relations; Services marketing; Social interaction
• ISSN: 0887-6045
• DOI: 10.1108/08876040510625981

Purpose To empirically examine the development and influence that customertocustomer interactions CCI have in a high personal contact setting. Designmethodologyapproach 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 wordofmouth, in a model of service outcomes, was examined. Findings Results indicate that atmospherics do influence CCI, which in turn is a strong predictor of loyalty to the firm and positive wordofmouth. Research limitationsimplications 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. Practical implications 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. Originalityvalue In terms of how to assess CCI, the authors provide a simple fouritem 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.