| Popis: |
Despite firms’ best efforts, at some point, most customers will experience difficulty using the products they have purchased. Traditionally, consumers have looked to firms to provide them with assistance when they experience problems. Recently, consumers themselves have begun to play a more active role in providing customer support to their peers, which we term peer-provided support. While emerging evidence suggests that peer-provided support can provide benefits to firms by reducing costs and providing high-quality customer support to customers (Cook, 2008), can peer-provided support have an advantage over firm-provided support? |
