University of Worcester Worcester Research and Publications

Customer-to-Customer Interaction (CCI): a Cross-cultural Perspective

Nicholls, Richard (2011) Customer-to-Customer Interaction (CCI): a Cross-cultural Perspective. International Journal of Contemporary Hospitality Management, 23 (2). pp. 209-223. ISSN 0959-6119

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Interactions between service customers are increasingly the focus of service management research. The customer-to-customer interaction (CCI) literature has, however, focused overwhelmingly on same-culture interactions. CCI has seldom been researched in a cross-cultural context. This is a serious deficiency given the increasingly cross-cultural nature of consumption in services such as the hospitality industry. As interactions between customers from different cultures are a potentially significant influence on customer satisfaction, it is important that hospitality industry managers are aware both of the forms these interactions may take and of the possibilities for managing them. This paper: draws attention to the increasing incidence of cross-cultural CCI (CC-CCI); outlines some CCI-related managerial challenges; identifies some pertinent research directions; and proposes methods for conducting such research.

Item Type: Article
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Uncontrolled Discrete Keywords: cross-cultural studies, customers, hospitality management, service industries
Subjects: H Social Sciences > HF Commerce
Divisions: College of Business, Psychology and Sport > Worcester Business School
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Depositing User: Richard Nicholls
Date Deposited: 29 Oct 2013 13:35
Last Modified: 17 Jun 2020 17:01

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