Compatibility Management: Customer‐to‐CustomerRelationships in Service Environments

Abstract

Describes how customers potentially influence the satisfaction and dissatisfaction of other customers in many service environments. Explains why service marketers and operations marketers should be aware of the impact of such customer‐to‐customer relations. Examines the issues of customer compatibility and customer behaviour, finding that the classification of compatible and incompatible behaviours is often situation‐specific. Explores how the way customers affect each other can be positively influenced.