Titlebook: Revolution in Marketing: Market Driving Changes; Proceedings of the 2 Harlan E. Spotts Conference proceedings 2015 The Editor(s) (if applic

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Revolution in Marketing: Market Driving Changes978-3-319-11761-4Series ISSN 2363-6165 Series E-ISSN 2363-6173

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Do Other Customers Matter? Examining The Impact of Other Customers In Retail/Service Settings,st retail and service settings, the volume of customer-to-customer interactions greatly outnumbers that between customers and employees (Martin and Clark 1996). Despite the importance of other customers, the influence of other customers has largely been overlooked by both practitioners and academics (Martin and Pranter 1989).

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