#4795. The thirty-year evolution of customer-to-customer interaction research: a systematic literature review and research implications

August 2026publication date
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Journal’s subject area:
Business and International Management;
Strategy and Management;
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Abstract:
This paper reviews the past 30 years’ worth of extant literature on customer-to-customer (C2C) interaction during on-site encounters. Based on a systematic literature review of 145 empirical and conceptual articles, the advancement of the conceptual underpinnings of C2C interaction through distinct stages and eight key research themes are outlined. The review also identifies different types of positive and negative value outcomes for customers and service providers generated through C2C interactions. A typology of C2C interaction from customers’ perspective and the corresponding organizational strategies are also proposed. The review concludes with some managerial implications for C2C interaction-rich service contexts and some directions for future research.
Keywords:
C2C interaction; Conceptual development; Consumer-to-consumer; Customer-to-customer; Typology; Value outcomes

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