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.
Keywords
Citation
Nicholls, R. and Gad Mohsen, M. (2015), "Other customer age: exploring customer age-difference related CCI", Journal of Services Marketing, Vol. 29 No. 4, pp. 255-267. https://doi.org/10.1108/JSM-04-2014-0144
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited