Customer-to-customer exchange: Its MOA antecedents and its impact on value creation and loyalty |
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| Authors: | Thomas W Gruen Talai Osmonbekov Andrew J Czaplewski |
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| Institution: | (1) University of Colorado at Colorado Springs, Colorado Springs, CO, USA;(2) University of Southern Mississippi, Hattiesburg, MS, USA;(3) Marketing, Graduate School of Business and Administration, University of Colorado at Colorado Springs, Dwire Hall, 1430 Austin Bluffs Parkway, Colorado Springs, CO 80918, USA |
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| Abstract: | Value creation through customer-to-customer exchange occurs when the perceived benefits of a company’s offering are increased
as a result of customers’ interaction with one another. C2C exchange exists in a wide variety of service environments, both
online and face-to-face. Drawing on the motivation, opportunity, and ability (MOA) framework, this research presents and tests
a theoretical model that examines antecedents and outcomes of C2C exchange in the context of face-to-face networking behaviors
at professional association meetings. Data were obtained from a survey of conference attendees, and the hypotheses were tested
using moderated regression and path analysis. The results show a three-way interaction effect among the MOA factors, that
the MOA model does predict the level of C2C exchange, and that C2C exchange does enhance service value perceptions and customer
loyalty intentions. |
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| Keywords: | Customer-to-customer C2C Exchange Value Services marketing Associations Members MOA Motivation Opportunity Ability Loyalty Know-how Interaction effect |
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