Customer-to-customer interactions: Broadening the scope of word of mouth research

Barak Libai, Ruth Bolton, Marnix S. Bügel, Ko de Ruyter, Oliver Götz, Hans Risselada, Andrew T. Stephen

Research output: Contribution to journalArticle

309 Scopus citations

Abstract

The increasing emphasis on understanding the antecedents and consequences of customer-to-customer (C2C) interactions is one of the essential developments of customer management in recent years. This interest is driven much by new online environments that enable customers to be connected in numerous new ways and also supply researchers' access to rich C2C data. These developments present an opportunity and a challenge for firms and researchers who need to identify the aspects of C2C research on which to focus, as well as develop research methods that take advantage of these new data. The aim here is to take a broad view of C2C interactions and their effects and to highlight areas of significant research interest in this domain. The authors look at four main areas: the different dimensions of C2C interactions; social system issues related to individuals and to online communities; C2C context issues including product, channel, relational and market characteristics; and the identification, modeling, and assessment of business outcomes of C2C interactions.

Original languageEnglish (US)
Pages (from-to)267-282
Number of pages16
JournalJournal of Service Research
Volume13
Issue number3
DOIs
StatePublished - Aug 20 2010

Keywords

  • customer management
  • new media
  • social influence
  • social networks
  • word of mouth

ASJC Scopus subject areas

  • Information Systems
  • Sociology and Political Science
  • Organizational Behavior and Human Resource Management

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    Libai, B., Bolton, R., Bügel, M. S., de Ruyter, K., Götz, O., Risselada, H., & Stephen, A. T. (2010). Customer-to-customer interactions: Broadening the scope of word of mouth research. Journal of Service Research, 13(3), 267-282. https://doi.org/10.1177/1094670510375600