The influence of customer-to-customer interactions and role typology on customer reaction
Service Industries Journal: 9 10, 1499-1511
This study investigates the relationship between customer-to-customer interactions, role typology and customer reaction. A survey was conducted on 256 tourists traveling to Taipei, Taiwan. The principal component analysis and varimax rotation were used to identify the dimensionality of the perception of the 21 interaction incidents. Regression analysis was used to examine the influence of the incidents on customer satisfaction and loyalty.