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Climbing The Down Escalator: When Customer-To-Customer Interaction May Not Be Helping Service Firms, Devon Johnson, Yam Limbu, C Jayachandran, P. Raghunadha Reddy

Department of Marketing Faculty Scholarship and Creative Works

Purpose: This paper aims to examine the effect of customer-to-customer (C2C) interaction while using a service on the willingness of consumers to engage in altruistic customer participation (CP) or co-production efforts aimed at helping other customers. It further examines the role of consumer skepticism toward the service category in moderating the effects of C2C interaction on altruistic CP and customer satisfaction. Design/methodology/approach: A survey methodology was used to collect data from 374 consumers of health-care services in India. The data collection involved interviews of patients visiting diabetes clinics and focused primarily on the interaction between customers and their willingness to …