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Other customer age: exploring customer age-difference related CCI

Other customer age: exploring customer age-difference related CCI 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 identifies new directions for research into CAD-related CCI. Design/methodology/approach – Using a narrative literature review approach, different perspectives in the literature on age differences and CCI are analysed towards highlighting and emphasising valuable new themes. Findings – Three coherent domains: the desire for social contact; fellow customer behaviour; and social identity issues are identified to interconnect a fragmented diversity of literature. Many themes for future research directions in the study of CAD-related CCI are identified. Research limitations/implications – Whilst a wide selection of literature sources are critically reviewed, the fragmented nature of the literature on age differences and CCI prevents the review covering all publications. Practical implications – The paper provides service marketing managers and scholars with strategic CCI insights into better serving a diverse age range of customers. These insights will undoubtedly stimulate timely investigation of new avenues to enhance service customer compatibility and satisfaction in increasingly age-diverse societies. Originality/value – This paper provides the first overview of a wide range of strategic considerations aimed at explaining the impact of CADs on CCI in service environments. Essentially, the paper elaborates opportunities and challenges in CAD-related CCI as critical themes for further investigations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Other customer age: exploring customer age-difference related CCI

Nicholls, Richard; Gad Mohsen, Marwa
Journal of Services Marketing , Volume 29 (4): 13 – Jul 13, 2015
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References (57)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/JSM-04-2014-0144
Publisher site
See Article on Publisher Site

Abstract

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 identifies new directions for research into CAD-related CCI. Design/methodology/approach – Using a narrative literature review approach, different perspectives in the literature on age differences and CCI are analysed towards highlighting and emphasising valuable new themes. Findings – Three coherent domains: the desire for social contact; fellow customer behaviour; and social identity issues are identified to interconnect a fragmented diversity of literature. Many themes for future research directions in the study of CAD-related CCI are identified. Research limitations/implications – Whilst a wide selection of literature sources are critically reviewed, the fragmented nature of the literature on age differences and CCI prevents the review covering all publications. Practical implications – The paper provides service marketing managers and scholars with strategic CCI insights into better serving a diverse age range of customers. These insights will undoubtedly stimulate timely investigation of new avenues to enhance service customer compatibility and satisfaction in increasingly age-diverse societies. Originality/value – This paper provides the first overview of a wide range of strategic considerations aimed at explaining the impact of CADs on CCI in service environments. Essentially, the paper elaborates opportunities and challenges in CAD-related CCI as critical themes for further investigations.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Jul 13, 2015

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