Yadollahi, Shahrbanoo; Kazemi, Ali; Ranjbarian, Bahram - In: International Journal of Bank Marketing 42 (2024) 7, pp. 1736-1759
Purpose Customer-to-customer (C2C) interactions substantially affect the overall service experience. This study attempts to provide a better and deeper understanding of C2C interactions during the customer journey in the banking industry. The study aims to investigate the complexities of these...