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.

本文回顾了过去 30 年来关于现场接触期间客户对客户 (C2C) 交互的现有文献。基于对 145 篇实证和概念文章的系统文献回顾，概述了通过不同阶段和八个关键研究主题推进 C2C 交互的概念基础。该审查还确定了通过 C2C 交互为客户和服务提供商产生的不同类型的正面和负面价值结果。还从客户的角度提出了 C2C 交互的类型和相应的组织策略。该评论总结了对 C2C 交互丰富的服务环境的一些管理意义以及未来研究的一些方向。