Other customer age: exploring customer age-difference related CCI

Abstract

Purpose – This study aims to explore the relevance of customer age differences (CADs) in the context of customer-to-customer interaction (CCI) within various service domains. It provides a thematic framework for understanding CAD-related CCI and critically identifies new directions for research into CAD-related CCI. Design/methodology/approach – Using a narrative literature review approach, different perspectives in the literature on age differences and CCI are analysed towards highlighting and emphasising valuable new themes. Findings – Three coherent domains: the desire for social contact; fellow customer behaviour; and social identity issues are identified to interconnect a fragmented diversity of literature. Many themes for future research directions in the study of CAD-related CCI are identified. Research limitations/implications – Whilst a wide selection of literature sources are critically reviewed, the fragmented nature of the literature on age differences and CCI prevents the review covering all publications. Practical implications – The paper provides service marketing managers and scholars with strategic CCI insights into better serving a diverse age range of customers. These insights will undoubtedly stimulate timely investigation of new avenues to enhance service customer compatibility and satisfaction in increasingly age-diverse societies. Originality/value – This paper provides the first overview of a wide range of strategic considerations aimed at explaining the impact of CADs on CCI in service environments. Essentially, the paper elaborates opportunities and challenges in CAD-related CCI as critical themes for further investigations.