Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal loyalty in mass services

Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal... The current study aims to explore the relationships between three kinds of customer-to-customer (C2C) interaction quality and brand loyalty via customer promotion and prevention emotions.Design/methodology/approachIn order to test the model, we gathered self-administered data through an online survey. The relationships were examined using structural equation modelling (SEM).FindingsThe findings show that the influence of customer-to-customer interaction quality on promotion/prevention emotion varies: friend-interaction quality evokes both promotion emotion (high-arousal feelings) and prevention emotion (low-arousal feelings), whereas neighbouring customer-interaction quality elicits promotion emotion, and audience-interaction quality elicits prevention emotion. Moreover, the findings show that enhancing both promotion and prevention emotions is crucial to improve customer attitudinal loyalty in mass service settings, and the strength of the link from promotion emotion to attitudinal loyalty is stronger than that from prevention emotion.Practical implicationsThe authors suggest that marketers should focus on facilitating effective friend- and neighbouring customer-interaction to enhance promotion emotion.Originality/valueThe paper contributes to a stream of research on customer-to-customer interaction by exploring the relative influences of three kinds of customer-to-customer interaction quality on customer attitudinal loyalty via post-consumption emotions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Theory and Practice Emerald Publishing

Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal loyalty in mass services

Download PDF
20 pages

Loading next page...
 
/lp/emerald-publishing/customer-to-customer-interaction-quality-promotion-emotion-prevention-oNz4ZWUk5e
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2055-6225
DOI
10.1108/jstp-08-2019-0172
Publisher site
See Article on Publisher Site

Abstract

The current study aims to explore the relationships between three kinds of customer-to-customer (C2C) interaction quality and brand loyalty via customer promotion and prevention emotions.Design/methodology/approachIn order to test the model, we gathered self-administered data through an online survey. The relationships were examined using structural equation modelling (SEM).FindingsThe findings show that the influence of customer-to-customer interaction quality on promotion/prevention emotion varies: friend-interaction quality evokes both promotion emotion (high-arousal feelings) and prevention emotion (low-arousal feelings), whereas neighbouring customer-interaction quality elicits promotion emotion, and audience-interaction quality elicits prevention emotion. Moreover, the findings show that enhancing both promotion and prevention emotions is crucial to improve customer attitudinal loyalty in mass service settings, and the strength of the link from promotion emotion to attitudinal loyalty is stronger than that from prevention emotion.Practical implicationsThe authors suggest that marketers should focus on facilitating effective friend- and neighbouring customer-interaction to enhance promotion emotion.Originality/valueThe paper contributes to a stream of research on customer-to-customer interaction by exploring the relative influences of three kinds of customer-to-customer interaction quality on customer attitudinal loyalty via post-consumption emotions.

Journal

Journal of Service Theory and Practice – Emerald Publishing

Published: Jul 31, 2020

Keywords: Customer-to-customer interaction quality; Friend-interaction quality; Neighbouring customer-interaction quality; Audience-interaction quality; Promotion emotion; Prevention emotion; Attitudinal loyalty

References

  • Curvilinear effects of consumer loyalty determinants in relational exchanges
    Agustin, C.; Singh, J.
  • Perceptions of group versus individual service failures and their effects on customer outcomes: the role of attributions and customer entitlement
    Albrecht, A.K.; Walsh, G.; Beatty, S.E.
  • Consumers’ true brand loyalty: the central role of commitment
    Amine, A.
  • An exploratory study of grocery shopping stressors
    Aylott, R.; Mitchell, V.W.
  • How consumer shopping orientation influences perceived crowding, excitement, and stress at the mall
    Baker, J.; Wakefield, K.L.
  • The influence of store environment on quality inferences and store image
    Baker, J.; Grewal, D.; Parasuraman, A.
  • Strangers in the night: speed dating, CCI and service businesses
    Baron, S.; Patterson, A.; Harris, K.; Hodgson, J.
  • Understanding the influence of cues from other customers in the service experience: a scale development and validation
    Brocato, E.D.; Voorhees, C.M.; Baker, J.
  • Resource integration, value creation and value destruction in collective consumption contexts
    Bruce, H.L.; Wilson, H.N.; Macdonald, E.K.; Clarke, B.
  • Service loyalty
    Caruana, A.
  • The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty
    Chaudhuri, A.; Holbrook, M.B.
  • Does brand loyalty mediate brand equity outcomes?
    Chaudhuri, A.
  • Goal-attribute compatibility in consumer choice
    Chernev, A.
  • Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework
    Chiou, J.S.; Droge, C.
  • Form versus function: how the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences
    Chitturi, R.; Raghunathan, R.; Mahajan, V.
  • Delight by design: the role of hedonic versus utilitarian benefits
    Chitturi, R.; Raghunathan, R.; Mahajan, V.
  • Emotions by design: a consumer perspective
    Chitturi, R.
  • Managing consumer expectations of low‐margin, high‐volume services
    Clow, K.E.; Beisel, J.L.
  • When service customers do not consume in isolation: a typology of customer copresence influence modes (CCIMs)
    Colm, L.; Ordanini, A.; Parasuraman, A.
  • How a commitment to fellow customers affects the customer-firm relationship and customer citizenship behavior
    Curth, S.; Uhrich, S.; Benkenstein, M.
  • Observable oral participation in the servuction system: toward a content and process model
    Davies, B.; Baron, S.; Harris, K.
  • An empirical study of retail crowding: antecedents and consequences
    Eroglu, S.A.; Machleit, K.A.
  • Evaluating structural equation models with unobservable variables and measurement error
    Fornell, C.; Larcker, D.F.
  • Consumers and their brands: developing relationship theory in consumer research
    Fournier, S.
  • The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores
    Grewal, D.; Baker, J.; Levy, M.; Voss, G.B.
  • Consumer-to-consumer conversations in service settings
    Harris, K.; Baron, S.
  • Understanding the consumer experience: it’s ‘good to talk’
    Harris, K.; Baron, S.; Parker, D.
  • Reflections on customers' primary role in markets
    Heinonen, K.; Strandvik, T.
  • Drivers, types and value outcomes of customer-to-customer interaction: an integrative review and research agenda
    Heinonen, K.; Jaakkola, E.; Neganova, I.
  • Beyond pleasure and pain
    Higgins, E.T.
  • Promotion and prevention regulatory focus as a motivational principle
    Higgins, E.T.
  • The impact of other-customer failure on service satisfaction
    Huang, W.H.
  • Perceived control and the effects of crowding and consumer choice on the service experience
    Hui, M.K.; Bateson, J.E.G.
  • The thermometer of social relations: mapping social proximity on temperature
    Ijzerman, H.; Semin, G.R.
  • The score is not the music: integrating experience and practice perspectives on value co-creation in collective consumption contexts
    Kelleher, K.; Wilson, H.; Macdonald, E.K.; Peppard, J.
  • The influence of customer experience quality on customers' behavioral intentions
    Kim, H.; Choi, B.
  • The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings
    Kim, H.S.; Choi, B.
  • Customers' value co-creation with healthcare service network partners: the moderating effect of consumer vulnerability
    Kim, J.
  • Testing a model of pull production: a paradigm for manufacturing research using structural equation modeling
    Koufteros, X.A.
  • Brand familiarity and confidence as determinants of purchase intention: an empirical test in a multiple brand context
    Laroche, M.; Kim, C.; Zhou, L.
  • Consumer confidence in credence attributes: the role of brand trust
    Lassoued, R.; Hobbs, J.E.
  • Customer experience quality: an exploration in business and consumer contexts using repertory grid technique
    Lemke, F.; Clark, M.; Wilson, H.
  • Impact of customer-to-customer interactions on overall service experience: a social servicescape perspective
    Lin, H.; Gursoy, D.; Zhang, M.
  • Perceived retail crowding and shopping satisfaction: what modifies this relationship?
    Machleit, K.A.; Eroglu, S.A.; Mantel, S.P.
  • The cool scent of power: effects of ambient scent on consumer preferences and choice behavior
    Madzharov, A.V.; Block, L.G.; Morrin, M.
  • Compatibility management: customer-to-customer relationships in service environments
    Martin, C.L.; Pranter, C.A.
  • Unacquainted influencers: when strangers interact in the retail setting
    McGrath, M.A.; Otnes, C.
  • Employee commitment and motivation: a conceptual analysis and integrative model
    Meyer, J.P.; Becker, T.E.; Vandeberghe, C.
  • The impact of customer-to-customer interactions
    Moore, R.; Moore, M.L.; Capella, M.
  • Regulatory focus as a mediator of the influence of initiating structure and servant leadership on employee behavior
    Neubert, M.J.; Kacmar, K.M.; Carlson, D.S.; Chonko, L.B.; Roberts, J.A.
  • A typology of mass services: the role of service delivery and consumption purpose in classifying service experiences
    Ng, S.; Russell-Bennett, R.; Dagger, T.
  • New directions for customer-to-customer interaction research
    Nicholls, R.
  • Beyond attitudes: attachment andconsumer behavior
    Park, C.W.; MacInnis, D.J.; Priester, J.R.
  • An analysis of role adoptions and scripts during customer-to-customer encounters
    Parker, C.; Ward, P.
  • Common method biases in behavioral research: a critical review of the literature and recommended remedies
    Podsakoff, P.M.; MacKenzie, S.B.; Lee, J.Y.; Podsakoff, N.P.
  • Everyday market helping behavior
    Price, L.L.; Feick, L.F.; Guskey, A.
  • Analyzing the commitment-loyalty link in service contexts
    Pritchard, M.P.; Havitz, M.E.; Howard, D.R.
  • When customers receive support from other customers: exploring the influence of intercustomer social support on customer voluntary performance
    Rosenbaum, M.S.; Massiah, C.A.
  • Towards a classification of service processes
    Silvestro, R.; Fitzgerald, L.; Johnston, R.
  • Other customers in the retail environment and their impact on the customer's evaluations of the retailer
    Söderlund, M.
  • Social and spatial influence of customers on other customers in the social-servicescape
    Tombs, A.G.; McColl-Kennedy, J.R.
  • Customer experience quality: determinants, dynamics and management strategies
    Verhoef, P.C.; Lemon, K.N.; Parasuraman, A.; Roggeveen, A.; Tsiros, M.; Schlesinger, L.A.
  • The impact of customer-to-customer interaction and customer homogeneity on customer satisfaction in tourism service -the service encounter prospective
    Wu, C.H.J.
  • Strengthening customer loyalty through intimacy and passion: roles of customer-firm affection and customer–staff relationships in services
    Yim, C.K.; Tse, D.K.; Chan, K.W.
  • Social facilitation: a solution is suggested for an old social psychological problem
    Zajonc, R.B.