Responses to other similar customers in a service setting – analyzing the moderating role of perceived performance risk

Abstract

Purpose

The purpose of this paper is to identify the effect of similarity in a customer-to-customer-relationship and of perceived performance risk as a boundary condition in a service setting.

Design/methodology/approach

Following theoretical methodology, hypotheses were developed in order to analyze the effect of similarity as well as perceived performance risk. An experimental scenario-based design was used to manipulate similarity and performance risk and to test the hypotheses.

Findings

The analysis reveals that similarity is an important dimension in the customer-to-customer-relationship. Positive similarity effects are shown in relation to subjects' willingness to interact with present customers, joining and recommending a service provider, and subjects' evaluation of the service provider. A mediating effect of positive emotions (joy and interest) on the link between similarity and willingness to interact with customers present is shown. Performance risk is also discovered as a boundary condition under which the predicted relationships are weakened.

Practical implications

This study suggests that similarity in the customer-to-customer-relationship leads to positive effects. If managers take this into account, their business may benefit from these positive effects. The study offers suggestions on how to “manage” customers' similarity.

Originality/value

As this study is one of the first empirical studies to concentrate on the effect of similarity in a customer-to-customer-relationship, it is meaningful. Moreover significant effects are shown; further research ideas are developed and management implications are proposed.

Citation

Dorothea Brack, A. and Benkenstein, M. (2014), "Responses to other similar customers in a service setting – analyzing the moderating role of perceived performance risk", Journal of Services Marketing, Vol. 28 No. 2, pp. 138-146. https://doi.org/10.1108/JSM-05-2012-0089