Abstract:

In recent years, the effect of other customers on service experience has received much more attention, but extant research are mainly focusing on the negative effect of other customers, and lack in research of the positive effect of other customers. Based on the research of individual group-pooling tourist, this paper introduced interpersonal attraction theory, and focused on the way and mechanism of how other customers promote the customer's service experience in shared service settings. The study found that three features of interpersonal attraction （similarity, appearance attractiveness, suitable behavior） have a significant positive influence on quality of C2C interaction and service experience. This paper also discussed some relevant implication to service experience management and customer portfolio management.

Key words: other customers, interpersonal attraction, quality of C2C interaction, service experience