Customer-to-Customer Interaction in Service Environments

Customer-to-customer interaction encompasses the ways in which patrons engage, communicate and influence one another within service settings. In physical venues such as restaurants, airlines or festivals, these interactions may be direct—through shared spaces, peer assistance or conflict—or mediated by service atmospherics that shape feelings of comfort, social connection and co-presence. In digital and hybrid environments, interactions span online forums, real-time chat and social media channels, enabling customers to exchange information, offer peer support and co-create value. Such exchanges can enhance satisfaction, foster loyalty and generate positive word-of-mouth, but may also amplify negative experiences if unmanaged. Research highlights the roles of environmental stimuli, psychological appraisal and group norms in determining how customer-to-customer encounters influence perceptions of service quality. Understanding these dynamics is vital for service providers aiming to design supportive atmospheres, guide peer interactions and leverage customer networks to improve overall performance and sustainability.

Research from Nature Portfolio

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Customer-to-Customer Interaction in Service Environments publication trend

The graph below shows the total number of articles in customer-to-customer interaction in service environments across all publications each year (not limited to Nature Index journals).

Technical terms

Commensality: The practice and social dynamics of eating together in shared environments.

Social Presence Theory: A framework describing the sense of being with others in mediated or physical contexts.

Appraisal Theory: A psychological approach examining how individuals evaluate events and form emotional responses.

Stimulus–Organism–Response (S-O-R) Model: A model outlining how environmental stimuli affect internal states and consequent behaviours.

References

1. ‘Commensal scenes’: Problematizing presence in restaurants in the digital age. International Journal of Hospitality Management (2024).
2. Disruptive Passenger Behavior Impact on Overall Service Experience: An Appraisal Theory Perspective. Sustainability (2024).
3. The Influences of Consumer-to-Consumer Interaction on Dissatisfactory Consumers’ Repetitive Purchases in Network Communities. Sustainability (2021).