publication . Other literature type . Article . 2012

Understanding the Influence of Cues from Other Customers in the Service Experience: A Scale Development and Validation

Clay Voorhees;
  • Published: 01 Sep 2012
  • Publisher: Elsevier BV
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 su...
free text keywords: Marketing
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