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

Libai, B and Bolton, R and Bügel, MS and de Ruyter, K and Götz, O and Risselada, H and Stephen, AT (2010) Customer-to-customer interactions: Broadening the scope of word of mouth research. Journal of Service Research, 13 (3). 267 - 282. ISSN 1094-6705

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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. © The Author(s) 2010.


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Item Type: Article
Status: Published
CreatorsEmailPitt UsernameORCID
Libai, B
Bolton, R
Bügel, MS
de Ruyter, K
Götz, O
Risselada, H
Stephen, ATastephen@pitt.eduASTEPHEN
Date: 20 August 2010
Date Type: Publication
Journal or Publication Title: Journal of Service Research
Volume: 13
Number: 3
Page Range: 267 - 282
DOI or Unique Handle: 10.1177/1094670510375600
Schools and Programs: Joseph M. Katz Graduate School of Business > Business Administration
Refereed: Yes
ISSN: 1094-6705
Date Deposited: 08 Apr 2013 21:39
Last Modified: 02 Feb 2019 15:55


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