Peer Interactions in Self-Service Contexts: Comfort, Trust and Competence as Drivers of Post-Help Customer Citizenship Behaviours

Customer citizenship behaviours (CCBs), such as advocacy and helping, are critical in self-service environments where peer assistance substitutes for employee support. Yet, gaps persist in understanding how perceptions of peer helpers’ competence, post-interaction comfort and trust drive further CCBs. Integrating the cognitive-affective-behavioural (CAB) framework and social exchange theory, this study examines these dynamics through a survey of 264 South African fast-food app users. Results reveal that interaction competence (approachability and accommodation) and comfort are primary drivers of post-assistance CCBs, with trust amplifying the link between competence and outcomes. Task competence and informational support exert weaker effects. Theoretically, the study positions peer helpers as quasi-employees whose social skills and emotional rapport sustain reciprocity. Practically, findings advocate for self-service designs that prioritise interpersonal fluency – such as gamified recognition for empathetic contributors – and trust-building mechanisms like verified user badges. By bridging post-interaction gaps, this work equips firms to harness peer driven advocacy, enhancing customer-driven advocacy networks.