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Rejuvenating the services marketing curriculum: a customer-to-customer interaction (CCI) perspective

Nicholls, Richard (2022) Rejuvenating the services marketing curriculum: a customer-to-customer interaction (CCI) perspective. In: 2022 Academy of Marketing Conference, 5-7 July 2022, Huddersfield, UK. (Unpublished)

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Abstract

Customers interact with one other in many services; this interaction is usually referred to as customer-to-customer interaction (CCI). The relevance of CCI to services marketing is increasingly acknowledged and research into CCI has proliferated (Colm, Ordanini & Parasuraman, 2017; Heinonen, Jaakkola & Neganova, 2018) and addresses a wide variety of themes and contexts (Nicholls, 2020). Far less attention, however, has been paid to CCI from a learning and teaching perspective. This paper assesses the extent to which services marketing textbooks and syllabi incorporate CCI and makes suggestions for a greater integration of CCI research into the classroom.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HF Commerce
Divisions: College of Business, Psychology and Sport > Worcester Business School
Depositing User: Richard Nicholls
Date Deposited: 24 Aug 2022 12:09
Last Modified: 24 Aug 2022 12:09
URI: https://eprints.worc.ac.uk/id/eprint/12431

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