Understanding the Influence of Cues from Other Customers in the Service Experience: A Scale Development and Validation |
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Authors: | E. Deanne Brocato Clay M. Voorhees Julie Baker |
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Affiliation: | 1. Marketing, College of Business, Iowa State University, Ames, IA 50011, United States;2. Department of Marketing, The Eli Broad College of Business, Michigan State University, East Lansing, MI 48824-1122, United States;3. Department of Marketing, M.J. Neely School of Business, Texas Christian University, Fort Worth, TX, United States |
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Abstract: | During most consumer exchanges, particularly in service and retailing settings, customers are “in the factory” and, as a result, the presence of other customers can have a profound impact on customer experiences. Despite studies demonstrating the importance of managing the customer experience and customer portfolios, the marketing literature lacks a comprehensive scale that can be used to assess individuals’ perceptions of other customers during commercial transactions. This study conceptualizes a three-dimension, Other Customer Perception (OCP) scale to address this gap. Using a seven-step scale development process, the multi-dimensional conceptualization is supported and validated and the research demonstrates the impact of the OCP dimensions on consumers’ approach and avoidance intentions. The findings provide a clearer understanding of how other customers can indirectly influence assessments of a customer exchange and can assist in the measurement of other customer perceptions in future research efforts. |
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