Table 5.
“Emotions are not purely intrapersonal, since social interactions can influence an emotional experience”.
| Reference | Key Findings | Key variables/dimensions | Research tool | Industry and contextual conditions |
|---|---|---|---|---|
| Goldenberg et al. (2020) | Participants are found to be influenced more by other participants' weaker emotions than their own. The study highlights how motivational forces influence other customers' emotions. This study does not, however, examine the emotional experience. | Emotional influence, emotional motivation | Lab experiment and Twitter analysis | Lab experiment and Twitter analysis USA students |
| Heinonen et al. (2018) | Identifies customer-to-customer interaction drivers, i.e. the desire for social interaction, self enhancement, and self-approval. These drivers lead to value outcomes that include emotion and social value. This study lacks empirical data and does not focus on the emotional experience. | C2c interaction. Value, drivers of C2C interactions | Conceptual | Literature review - conceptual |
| Hochschild (1979) | Highlights how the links between emotion management and feelings come alive during a social exchange with others. This study lacks empirical data and does not focus on the emotional experience. | Emotion management, feeling rules, social exchange | Conceptual | Literature review - conceptual |
| Huang and Hsu (2010) | Highlights the lack of empirical research on C2C interaction in services. The quality rather than the quantity of interaction with customers is found to be more significant. This study only focuses on the tourism sector and does not examine the emotional experience. | C2C interaction, cruise experience, satisfaction | Structural Equation Modeling | Tourism - USA cruise ship tourists |
| Jung et al. (2017) | This study does not focus on the emotional experience but posits that supportive behaviors from other customers can influence a customer's judgement of service quality. It's important for services to develop a positive customer perception of service climate to aid in positively influencing C2C interactions. | Positive C2C interactions, dysfunctional customer behavior, support from other customers, customer perceived service climate | Structural Equation Modeling | Services - Gym members, South Korea x 2 surveys |
| Liljander and Strandvik (1997) | Highlights the lack of research on other customers' impact in service encounters. According to the negative script-incongruent behaviors theory, negative customers have stronger psychological effects than those with a positive nature. This study does not examine the emotional experience. | Satisfaction in service quality, negative and positive emotions | Emotions and SERVQUAL | Services - Customers visiting employment bureau for low paid jobs, USA |
| Lin et al. (2018) | This study focuses on emotional influence, not on the emotional experience. The results highlight that we shift our emotion to be aligned with the ingroup rather than the outgroup. The social and physical environment has a positive influence on customers' emotion and satisfaction. | Social influence, emotion, and satisfaction | Online experiments | Online experiment - USA & Chinese online experiment students USA |
| Miao et al. (2011) | Behaviors of others (particularly negative) can affect the ambience adversely and will reduce the consumption utility, which in turn affects satisfaction. This study focuses on emotions and satisfaction not on the emotional experience. | Psychological closeness, script-congruent behavior, felt/displayed emotions, satisfaction | Script theory, emotional response | Services - USA, UG students |
| Rosenbaum and Massiah (2007) | When customers receive social and emotional support from other customers, they exhibit CVP (customer voluntary performance) regarding the service and other customers. This study only focuses on the social interaction and not on the emotional experience. | Social-emotional interaction vs instrumental support | Structural Equation Modeling | Services -gym members, USA |
| Sierra and McQuitty (2005) | This study focuses on inseparability and shared responsibility rather than on the emotional experience. Social exchanges create a sense of shared responsibility for service settings, whose inseparability produces customer perceptions of shared responsibility for service outcomes, resulting in greater emotions. | Inseparability, shared responsibility, emotional response, service brand loyalty | Structural Equation Modeling | Services - UG students, USA |