Customer (dis)similarity explored

The customer-to-customer interaction (CCI) literature now addresses a broad range of topics (Nicholls 2010; Martin 2016; Heinonen et al. 2018). One significant literature strand examines the influence of customer (dis)similarity on the CCI experience (Cavusgil et al. 2022). The current paper examines this literature and questions its apparent strong emphasis on the desirability of C2C similarity. It argues that customer dissimilarity may promote human well-being and thus contributes conceptual to our understanding of Transformative Service Research (TSR).