New directions for customer‐to‐customer interaction research

Purpose – This paper aims to identify new directions for research into customer‐to‐customer interaction (CCI). It also aims to examine thematically the main achievements of two decades of CCI research. Design/methodology/approach – Consultations both with CCI experts and with experts from a selection of management fields were undertaken. A selective literature review, based on an extensive search of the CCI literature, was conducted. Findings – A large number of opportunities for future investigation are identified. A significant quantity of CCI literature is revealed. CCI is shown to be conceptually quite complex. Convincing evidence supports the claim that CCI has now joined the mainstream of services marketing. Practical implications – For service management researchers, a number of service management topics, such as service recovery, SST, e‐service, and ergonomics, are shown to have CCI‐related aspects worthy of research attention. For service managers, the emphasis on showing the relevance of CCI, and the possibilities for influencing CCI, should encourage them to incorporate CCI considerations into their strategic and operational plans. Originality/value – The wide‐ranging proposals for future research into CCI will undoubtedly stimulate investigation of many new avenues of CCI. Service management researchers are provided with a concise, thematic guide to the most influential CCI literature; the article contributes to the service‐dominant logic literature by broadening the discussion of the customer as an operant resource.