Abstract
Service encounters take place in the presence of other customers in numerous service settings (Martin and Panter 1989). It has been claimed that in most retail and service settings, the volume of customer-to-customer interactions greatly outnumbers that between customers and employees (Martin and Clark 1996). Despite the importance of other customers, the influence of other customers has largely been overlooked by both practitioners and academics (Martin and Pranter 1989).
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REFERENCES
Martin, Charles L. and Charles A. Pranter. 1989. “Compatibility Management: Customer-to-Customer Relationships in Service Environments.” Journal of Services Marketing, 3 (Summer): 5–15.
Martin, Charles L. and Terry Clark .1996. “Networks of Customer-to-Customer Relationships in Marketing: Conceptual Foundations and Implications.” in Networks in Marketing, Dawn Iacobucci, Ed. Thousand Oaks, CA: SAGE publications.
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Zhang, J.(. (2015). Do Other Customers Matter? Examining The Impact of Other Customers In Retail/Service Settings. In: Spotts, H. (eds) Revolution in Marketing: Market Driving Changes. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11761-4_5
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DOI: https://doi.org/10.1007/978-3-319-11761-4_5
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