Investigating the Antecedents of Customer-Tocustomer

Abstract

An increasing amount of attention is being paid to the ways customers contribute to their own service "experience" through participation in the service delivery process (for a review see Bitner, Faranda, Hubbert, and Zeithaml 1997). This "contribution" can take many forms, although, historically, research has tended to focus upon the use of customers as productive resources or "partial employees" (Mills and Moberg 1982) through the encouragement of their "physical" participation.