Exploring Customer Participation and Customer-to-Customer Interactions in Service Experiences

Abstract

Customer Participation (CP) and Customer-to-Customer Interaction (CCI) are prevalent characteristics in contemporary service experiences in different sectors, such as healthcare, museums, and education. Several studies have explored the association between CP and its impact on customer satisfaction. The results reveal that the customers indeed assess the quality of service based on their interactions with the service system, e.g., their role and effort in the service process and their interactions with the other customers. Despite these important findings, the literature on CP, CCI, and customer satisfaction is still fragmented. The main objective of
this study is to conduct a comprehensive bibliometric analysis based on the relevant literature. The study analyzes 124 articles published between 1994 and 2023, Our study concludes that academic interest in CP and CCI is continuously growing and identifies the emerging research directions for future work.