Effects of positive customer-to-customer service interaction

This research examines how positive Customer-to-Customer (C-to-C) interactions affect customersʹ perceived roles in service environments, and the effect such role perceptions have on willingness to participate in service processes, perceived quality, and satisfaction. Further, the study examines the moderation effects of interactional justice on relationships between C-to-C and role clarity and role conflict. 427 customers of a Korean hospital were surveyed. Results indicate customer role perceptions mediate C-to-C interactions and customer participation, while customer perceptions of service provider interactional justice affect the relationship between C-to-C interaction and role variables by weakening the positive effect of C-to-C interaction on role clarity. Customer role perceptions directly and indirectly affect customer satisfaction through participation and perceived quality, respectively.