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Kim, Hyun Sik; Choi, Beomjoon
The Journal of services marketing, 07/2016, Letnik: 30, Številka: 4Journal Article
Purpose Creating superior customer experience quality is important to firm success, but the link between customer experience quality and customer-to-customer interaction quality – a critical component of customer experience quality in mass service settings – has seldom been spotlighted. This paper aims to propose and test a theoretical model of the relationship among three types of customer-to-customer interaction quality (friend-interaction, neighboring customer-interaction and audience-interaction) and customer experience quality. They also examine these variables’ effects on customer citizenship behavior in mass service settings. Design/methodology/approach The authors collected data through a self-administered survey. The proposed relationships were tested using structural equation modeling. Findings Friend-interaction and audience-interaction quality perceptions significantly influence customer experience quality, with neighboring customer-interaction quality perception significant only for low communication quality. We find that enhancing customer experience quality is crucial to promoting citizenship behavior in mass service settings. Practical implications Neighboring customer-interaction quality perception has a significant effect on customer experience quality, particularly in a low communication quality situation. Therefore, service marketers should provide effective neighboring customer-interaction management schemes to enhance experience quality together with friend-interaction and audience-interaction management schemes when customers experience low communication quality. Additionally, service marketers should focus on enhancing communication quality only when anticipating low neighboring customer-interaction quality. Originality/value The findings highlight the effects of three types of customer-to-customer interaction quality on customer citizenship behavior through experience quality perception in mass service settings, and the effect of neighboring customer-interaction quality perception on customer experience quality, moderated by communication quality.
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Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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Vir: Osebne bibliografije
in: SICRIS
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