Journal of Services Marketing · 2010 · 103 citations · 39 references
BusinessMarketingConsumer BehaviorCustomer Relationship ManagementServices MarketingCustomer Experience ManagementCustomer Interaction ManagementCustomer Service ManagementService CommunicationService EncounterCritical Incident TechniqueCustomer ExperienceService Encounter AnalysisService Interaction Analysis
This paper builds on prior research by providing an empirically based analysis of the various forms of other customers' influence across service settings. The study aims to explore the different forms of other customers' influence in various service settings and proposes ways to address methodological limitations. The authors employed the critical incident technique to collect and analyze 142 incidents of other customers' influence in services. Nine types of other customers' influence—positive and negative, direct and indirect—were identified, varying by service setting, and the study underscores the importance of proactively managing customer‑to‑customer interactions while suggesting future research directions. Methodological limitations of the critical incident technique were noted.
Purpose This paper aims to explore the different forms of other customers' influence in various service settings. Design/methodology/approach The critical incident technique (CIT) method was used to collect and analyze the data. A total of 142 critical incidents involving other customers' influence in services were collected. Findings Based on CIT analysis, nine types of other customers' influence involving positive and negative, direct and indirect customer‐to‐customer interactions emerge. In addition, the researchers find that the degree of other customers' influence varies for different service settings. Research limitations/implications Methodologically, there are a number of limitations of the CIT method used in this research. The paper suggests ways to overcome these limitations. Moreover, findings of this research suggest a number of additional directions for future research. Practical implications This research suggests the importance of proactively managing customer‐to‐customer interactions during a service encounter experience. Originality/value This paper builds on previous research and provides empirically based analysis of the different forms of other customers' influence across service settings.
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