Customers helping customers: payoffs for linking customers

Purpose – This paper aims to examine the relationship between customer networks and intercustomer social support, through the theoretical lens of service dominant logic (SDL). Co-creation and objective performance objectives are analyzed to understand the differential impact of instrumental and social/emotional intercustomer support on performance. Design/methodology/approach – A combination of survey and secondary data were collected within a health-club setting to test hypotheses. The data were analyzed using structural equation modeling. Findings – A customer’s network ties positively impact his/her intercustomer support perceptions, and this relationship is moderated by tie strength. Further, instrumental support impacts objective performance measures, while social/emotional has a greater impact on affective outcomes. Research limitations/implications – As customers become more connected, it is in the interest of the organization to capitalize on these connections. Future research should investigate what types of programming and marketing can directly enhance the number and types of connections customers form with others. Practical implications – Service organizations can benefit by fostering environments where customers connect with each other. These connections need not be at a high level; simple, informational connections prove to benefit the organization. Originality/value – The present research is designed to add to the research on intercustomer support in the service literature. This study investigates network-level antecedents of intercustomer support. Further, this research connects intercustomer support to objective (firm-reported) measures of performance. Last, this research examines intercustomer support through the lens of SDL and investigates its impact on co-creation outcomes.