Abstract
Today’s, customer to customer interactions (CCI) has attracted more attention among marketers and they believe that positive interactions are one of the most effective ways to create loyal customers. Current study tries to investigate the effect of customer-to-customer interactions on satisfaction with the firm, loyalty to the firm, and firm word of mouth in airline companies using modified service model of (2005). To collect data, a self-administrated questionnaire was developed. Population is the customers/passengers of Iran Air Company. The sample size was estimated 384 people. Data analysis was based on one-sample t-test and structural equation modeling. Results indicated that: (1) service atmospherics has a significant impact on CCI and firm satisfaction, (2) CCI has a significant impact on firm satisfaction and firm WOM, (3) firm satisfaction has a significant impact on firm loyalty and firm WOM, (4) satisfaction with the service provider has a significant impact on firm satisfaction and loyalty to the service provider, (5) there was no significant relationship between CCI and firm loyalty, and (6) loyalty to the service provider was not related to firm loyalty. Key words: Satisfaction, loyalty, word of mouth, customer, Airline Company.
Highlights
In recent years, service researchers have increasingly given attention to the multitude of relationships that may occur in the production, delivery and consumption of services
Results indicated that: (1) service atmospherics has a significant impact on customer interactions (CCI) and firm satisfaction, (2) CCI has a significant impact on firm satisfaction and firm WOM, (3) firm satisfaction has a significant impact on firm loyalty and firm WOM, (4) satisfaction with the service provider has a significant impact on firm satisfaction and loyalty to the service provider, (5) there was no significant relationship between CCI and firm loyalty, and (6) loyalty to the service provider was not related to firm loyalty
The main purpose of current study was to examine the effect of customer-to-customer interactions on satisfaction with the firm, loyalty to the firm and firm word-ofmouth based on the modified model of Moore et al (2005) in an airline context
Summary
Service researchers have increasingly given attention to the multitude of relationships that may occur in the production, delivery and consumption of services. An important driver of this tendency has been the rise of the relationship-marketing paradigm. This paradigm has equipped marketing management with a theoretical foundation for going beyond the customersupplier dyad and incorporating other relationships. The customer-to-customer relationship is one such relationship (Nicholls, 2010) It can occur in a number of different contexts, this paper concentrates on direct interactions between customers taking place in physical service settings, that is, customer-to-customer interaction (CCI). This paper addresses the following research question: Does CCI affect satisfaction with the firm, loyalty to the firm, and firm word-of-mouth?
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