...Olivier Furrer; Mikèle Landry; Chloé Baillod 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...

... (Parkinson et al., 2021 ; Rosenbaum, 2006). In particular, extensive research on customer-to-customer interaction (CCI) reports on the many ways such interactions shape the service experience and overall value creation (Baron et al., 2007 ; Heinonen and Medberg, 2018 ; Martin...

...’ relational interactions, specifically customer-to-employee interaction (via customer participation), customer-to-customer interaction and customer-to-brand interaction (via brand commitment), as mediators of the prosocial motivation–WOM linkage. Specifically, this paper examines the serial mediation model...

...Eva Hofmann; Barbara Hartl; Elfriede Penz Purpose Collaborative consumption, such as car sharing, specifically implicates customer-to-customer interaction, which must be regulated by service providers (companies, peers and self-regulating communities), comprising different challenges for business...

...Richard Nicholls; Marwa Gad Mohsen Purpose – This study aims to explore the relevance of customer age differences (CADs) in the context of customer-to-customer interaction (CCI) within various service domains. It provides a thematic framework for understanding CAD-related CCI and critically...