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

Author

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  • Brocato, E. Deanne
  • Voorhees, Clay M.
  • Baker, Julie

Abstract

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 supported and validated and the research demonstrates the impact of the OCP dimensions on consumers’ approach and avoidance intentions. The findings provide a clearer understanding of how other customers can indirectly influence assessments of a customer exchange and can assist in the measurement of other customer perceptions in future research efforts.

Suggested Citation

  • Brocato, E. Deanne & Voorhees, Clay M. & Baker, Julie, 2012. "Understanding the Influence of Cues from Other Customers in the Service Experience: A Scale Development and Validation," Journal of Retailing, Elsevier, vol. 88(3), pages 384-398.
    • Handle: RePEc:eee:jouret:v:88:y:2012:i:3:p:384-398
    DOI: 10.1016/j.jretai.2012.01.006
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    References listed on IDEAS

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