From a Literature Review to a Conceptual Framework for Customer-To-Customer Value Co-Creation

  • Sneha Pandey Malaviya National Institute of Technology
  • Divesh Kumar Malaviya National Institute of Technology Jaipur
Keywords: Customer-to-customer interactions, Customer-to-customer value co-creation, Customer engagement, C2C, Value co-creation

Abstract

Albeit customer-to-customer interaction (CCI) is something inevitable in a socially dense interaction-rich service setup, there has not been any review in this area of literature. However, a considerable amount of extant research has highlighted the importance of inter-customer encounters during a service encounter. Customer-to-customer value co-creation during collective consumption is gaining relevance in the field of contemporary services marketing research. This review deals with searching articles through the Scopus database and systematically reviewing 115 articles related to customer-to-customer value co-creation and CCI. While highlighting their contribution to the services marketing literature and various theories, methodologies followed by the authors, it paves the way for developing the proposed conceptual framework for the process of customer-to-customer value co-creation. This way, the article adds up to the extant multi-approach research area revolving around customer-to-customer interactions/relationships, customer engagement, and value co-creation among the customers during a service encounter. The study recommends practitioners analyze and monitor the aspects proposed through a practical implication.

Author Biographies

Sneha Pandey, Malaviya National Institute of Technology

Dr. Sneha Pandey (Corresponding author) currently works as a Ph.D. scholar at the Department of Management Studies, Malaviya National Institute of Technology Jaipur, India, in the area of services marketing, particularly on 'Customer-to-customer value co-creation. Her research interest lies in the topics like value co-creation, majorly in tourism and hospitality and consumer behaviour. She has publications in various conferences and journals like Qualitative Market Research: An International journal.

Divesh Kumar, Malaviya National Institute of Technology Jaipur

ADr. Divesh Kumar holds a PhD in Marketing from the Department of Management Studies, Indian Institute of Technology (IIT), Roorkee. Presently, he is working as an assistant professor (marketing) in the Department of Management Studies, Malaviya National Institute of Technology Jaipur, India. His research work is published in various journals of international repute, most of which are ranked and indexed by Australian Business Deans Council (ABDC), Scopus and Social Science Citation Index (Clarivate Analytics). His current research interests include sustainability marketing, green consumer behaviour and value co-creation. He has won the highly commended award “Emerald IAM South Asian Management research fund Award 2013.

Published
2021-08-12
How to Cite
Pandey, S., & Kumar, D. (2021). From a Literature Review to a Conceptual Framework for Customer-To-Customer Value Co-Creation. Contemporary Management Research, 17(3), 189-221. https://doi.org/10.7903/cmr.20663
Section
Marketing