Theoretical Background - Fellow Customers
3 important questions on Theoretical Background - Fellow Customers
When is the impact likely to be greater?
When customers are in close proximity to each other or have to share space or resources, and when waiting is involved.
Why can the presence of fellow customers enhance or damage customer experiences?
Crowding and unruly or unacceptable behavior can have a negative impact on the service experience. On the other hand, the opportunity to socialize or bond with other customers can satisfy social needs and make an experience more enjoyable.
What is a way of addressing the value of fellow customers?
By establishing a brand community that stimulates customers to share their ownership or consumption experience.
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