Abstract:

Relationship marketing, tries to establish long-lasting beneficial relationship through co-creation and reciprocity of value between parties involved in a given relationship through financial, social and structural bonds. Social bond, in particular, has traditionally stressed the importance of social interactions between product/service providers on one hand and customers on the other hand.  According to Nichollos (2010) the theoretical concept of relational bonds has passed further buyer-seller dyad relationship and has penetrated into the relationship among customers themselves, which is referred to customer-to-customer interactions.  To underline the importance of the concept of the customer-to-customer interactions in the larger paradigm shift of relationship marketing, Clark (1994) called customer-to-customer interaction as a forgotten part of the relationship marketing. In general and based on Nichollos (2010), CCI could happen either during the process in which service is delivered in the service encounter (on-site) or after encounter (off-site).