The impact of perceived sociability on heterogeneous customer-to-customer interactions and customer citizenship behaviors in collectively interactive service settings

Purpose This research examines the role of perceived sociability in enhancing customer-to-customer (C2C) interaction qualities and C2C citizenship behavior (i.e. helping and word-of-mouth [WOM]) in a collectively interactive service setting where heterogeneous C2C interactions play an important role in value co-creation. Design/methodology/approach To test hypotheses, we assembled survey data in a collectively interactive service context (MMORPGs). This article employs structural equation modeling to analyze the survey data. Findings The results reveal that perceived sociability affects tie strength-heterogeneous C2C interaction qualities (friend-, neighboring customer- and audience-interaction) and C2C citizenship behavior intention (i.e. helping and WOM) in a collectively interactive service setting (MMORPGs). Research limitations/implications The present study empirically tests the influence of perceived sociability on C2C interaction qualities and C2C citizenship behavior (i.e. helping and WOM) in a collectively interactive service context (MMORPGs). Future studies are expected to extend this work by testing the findings in other services (e.g. gyms and concerts). Practical implications For collectively interactive service (e.g. MMORPGs), managers should focus on designing and communicating social affordances to boost perceived sociability, heterogeneous C2C interactions and C2C citizenship behavior. Originality/value This study first proposed and verified a sequential influence relationship from perceived sociability to tie strength-heterogeneous C2C interaction qualities (friend-, neighboring customer- and audience-interaction) to C2C citizenship behavior (i.e. helping and WOM). Through verification, this paper empirically confirms that designing and communicating social affordances can be key to enhancing the performance of collectively interactive service firms.