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The effects of overall similarity regarding the customer-to-customer-relationship in a service context

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  • Brack, Anna Dorothea
  • Benkenstein, Martin

Abstract

This study applies the similarity effect to customer-to-customer-relationships. First, a customer categorisation in regard to their overall similarity is performed using multidimensional scaling (MDS). Second, overall similarity effects are shown. The predictions are tested based on recent research suggesting that overall similarity has positive effects in relation to attitudes towards the service, attitudes towards other present customers as well as the subject's intentions—such as choosing a service provider and recommending the service provider. Our findings are consistent with our predictions. Furthermore, the service context is discussed controversially and we establish that similarity has an effect beyond different service contexts.

Suggested Citation

  • Brack, Anna Dorothea & Benkenstein, Martin, 2012. "The effects of overall similarity regarding the customer-to-customer-relationship in a service context," Journal of Retailing and Consumer Services, Elsevier, vol. 19(5), pages 501-509.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:5:p:501-509
    DOI: 10.1016/j.jretconser.2012.06.006
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