Purpose: The purpose of this study is to explore the capacity of frontline employees (FLEs) to provide insights into customer-to-customer interaction (CCI) and its management in service organisations. Design/methodology/approach: This exploratory study used focus groups and semi-structured...

Purpose: This study aims to provide service managers and researchers with a deeper understanding of the direct on-site interactions taking place between customers. Design/methodology/approach: Using the Critical Incident Technique (CIT), 284 incidents are analysed to develop a typology of how...

Purpose – The paper aims to conceptually explore customer‐to‐customer interaction (CCI) in a cross‐cultural context; and to identify research opportunities in the field of cross‐cultural CCI. Design/methodology/approach – The paper analyses consultations both with CCI experts and...

Purpose – This paper aims to identify new directions for research into customer‐to‐customer interaction (CCI). It also aims to examine thematically the main achievements of two decades of CCI research. Design/methodology/approach – Consultations both with CCI experts and with experts...