A CIT investigation of other customers' influence in services

Jingyun Zhang · Sharon E. Beatty · David L. Mothersbaugh

104 citations0/0 files storedJournal of Services Marketing

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Abstract

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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References

1954The critical incident technique.1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 2007Critical Incident Technique 1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 1998Welcome to the experience economy.1993The Nature and Determinants of Customer Expectations of Service 2019Welcome to the experience economy

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