Qualitative Exploration and Theory Model Construct on Customer-to-customer Interaction——Taking high-star hotels as an Example
Customer-to-customer interaction（CCI） is a widespread phenomenon among service industries,but the study of it is very limited.Through qualitative study,this article breaks through previously thinking confined to the ideas of the direct interaction and reveals a more complicated and diversified CCI.It takes high-star hotels as an example and through qualitative study of in-depth interviews.It finds that CCI is reflected not only in communication and information transfer directly between central customers and background customers,but more in process of backgroud customers impacting the experience of central customers through interaction and information transmission with employees or environment.This article finally gets the CCI ralation graph based on ＂stimulation-reaction＂ model,reflecting CCI content and relationship and revealing the effect mechanism of CCI on central customer experience.
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