Understanding the Influence of Cues from Other Customers in the Service Experience: A Scale Development and Validation

During most consumer exchanges, particularly in service and retailing settings, customers are “in the factory” and, as a result, the presence of other customers can have a profound impact on customer experiences. Despite studies demonstrating the importance of managing the customer experience and customer portfolios, the marketing literature lacks a comprehensive scale that can be used to assess individuals’ perceptions of other customers during commercial transactions. This study conceptualizes a three-dimension, Other Customer Perception (OCP) scale to address this gap. Using a seven-step scale development process, the multi-dimensional conceptualization is supported and validated and the research demonstrates the impact of the OCP dimensions on consumers’ approach and avoidance intentions. The findings provide a clearer understanding of how other customers can indirectly influence assessments of a customer exchange and can assist in the measurement of other customer perceptions in future research efforts.

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► We develop an Other Customer Perception (OCP) scale for use in service organizations. The scale dimensions are Similarity, Physical Appearance and Suitable Behavior.
► A service consumer's OCPs can explain variation in outcomes beyond that explained by just modeling the effects of service quality.
► The OCP scale effectively predicted customers’ approach and avoidance behaviors to a retail service experience.
► An age comparison suggests that physical appearance plays a more prominent role in the appraisal process for younger consumers.