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

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.