The power of customer-to-customer self-service technology in enhancing customer-to-customer interactions

Purpose This research paper aims to examine the power of customer-to-customer (C2C) oriented self-service technology (SST) in enhancing customers’ perceived C2C interaction qualities in collectively interactive service settings where C2C interactions are crucial for value co-creation. Design/methodology/approach The authors collected survey data within a collectively interactive service setting (massively multiplayer online role-playing games, MMORPGs) to test hypotheses. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings The results reveal that C2CSST attributes (enjoyment, usefulness) significantly influence users’ perceived C2C interaction qualities (friend-, neighboring customer-, audience-interaction quality). Research limitations/implications The current research theoretically proposes and empirically validates new relational links from C2CSST attributes (enjoyment, usefulness) to each online C2C interaction quality in a collectively interactive service setting (MMORPG). However, future studies may need to explore further antecedents of each C2C interaction quality to help enhance the understanding of the model suggested. Practical implications The results of this study provide important guidance for designers looking to incorporate SST into collectively interactive services. Collectively interactive service providers should promote C2CSST attributes (enjoyment, usefulness) so that the users experience better C2C interactions, which may lead to customer-firm affection and loyalty. Originality/value Via the study, the present paper proposes a customized subcategory of self-service technology (C2CSST) and posits that the C2CSST attributes (enjoyment, usefulness) can be key managing targets for enhancing C2C interactions. To the best of the authors’ knowledge, this research is one of the first SST studies to explore the role of C2CSSTs as enablers of C2C interactions, extending the SST literature.