Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
This research offers a fresh perspective to the current debate on what drives customers to help other customers within service settings. The study surveyed 236 customers who previously received help from another customer when they used a food delivery app. Overall, perceived similarity and trust in the customer helper seemed of less importance in the model. Customers’ emotions take precedence over trust in social exchange behaviours within informal social networks and when assistance is provided in low-involvement situations. Additionally, comfort is mainly influenced by the interaction competence of the customer providing help. Hence, it suggested that service scholars should pay more attention to the interaction competence of the customer helper and provide novel insight into what factors may influence their competence levels.
Recommended Citation
van Tonder, E. (2025). Promoting customer helping behaviour in the service environment: New perspective. 2025 Association of Marketing Theory and Practice Proceedings, 11. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/11
