Customer-To-Customer Interaction, Service Satisfaction and Cultural Differences: an Affective Approach

Marloes Heijink, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
Other customers can lighten up or destroy a service experience. A survey and two experiments show that affect mediates the relationship between relevant customer-to-customer interaction and service satisfaction, and this effect is amplified for other customers having the same cultural background.
[ to cite ]:
Marloes Heijink, Yuwei Jiang, and Gerald J. Gorn (2015) ,"Customer-To-Customer Interaction, Service Satisfaction and Cultural Differences: an Affective Approach ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 788-788.