In service encounter, value creation comes not only from customer-to- service provider interaction but also from customer-to-customer interaction (CCI). A number of studies have demonstrated that the CCI plays an important role in perceived service quality, value creation, and customer satisfaction. Although prior researcher have explored the effect of CCI, they have focused more on traditional service encounter which service employee is present than on technology-based self-service (TBSS) encounter without employee presence. TBSS is an activity or benefit based on hard technologies that service providers offer so that customers can perform the service, or parts of the service by themselves. Focal customers can be influenced directly or indirectly by other customers in service encounter. To examine the effect of ICCI on service quality in TBSS, we conducted two studies. Study 1 focus on the impact of ICCI on service quality and the mediation of service experience. Study 2 explore whether the service failure moderates the relationship between ICCI and service experience. In experiment 1, a single factor (other customers: presence VS. absence) experiment was conducted with two different level of ICCI. Results show that compared with other customer absences when other customer presences focal customer perceived service quality is lower. That is, ICCI has a significant main effect on service quality. In addition, Experiment 1 provided evidence that a partial mediating factor underlying the relationship between ICCI and service quality was customers’s emotion. In experiment 2, A 2 (other customers: presence VS. absence) × 2 (service failure: yes VS. no) between subject design was conducted. An ANOVA on negative emotion yielded a significant ICCI × service failure interaction. The participants in the other customer presence condition experienced service was more discomfortable when the service was failed than when the service was succeeded. However, this effect was strengthened for the other customer absence condition. With advances in information technology, there has been a proliferation of self-service technologies across the services sector in the past decade. The quality and experience of technology-based self-service are very much worth the attention of service providers. Our study reveals the effect of ICCI on service quality and the mechanism by the mediation of negavtive emotion and the boundary condition of the link between ICCI and negative emotion. These results suggest that service providers should avoid ICCI, such as providing closed ATM, kiosk, and so on. In addition, the firms should try their best to guide customer to ensure the production and delivery of self-service to reduce service failures.

Introduction Recent years have witnessed a rapid growth in sharing service businesses. In B2C sharing-service businesses such as Zipcar, customers share goods and services provided by a service firm with other customers and perform the roles played by service employees in traditional service businesses. Consequently, how well one customer carries out expected tasks influences the quality of service provided to other customers. Extant studies have emphasized the importance of a governance system to prevent such a social dilemma as the personal interest of an individual being pursued at the sacrifice of the interest of the community. However, few studies have empirically examined the effect of different design of a governance system. To fill this gap in the research, this study examines the framing effect of customer messages on customer intention to cooperate by complying with the request by the firm. Theoretical development For customers to be willing to cooperate with a firm, they have to be first motivated to do so. The framing effect of on customer motivation has been well demonstrated (Ganzach & Karsahi, 1995) in diverse service contexts such as healthcare (Christensen, Heckerling, Mackesy, Bernstein, & Elstein, 1991), education (Fryer Jr, Levitt, List, & Sadoff, 2012), and consumer behaviors (Ganzach & Karsahi, 1995; White, MacDonnell, & Dahl, 2011) In the context of service consumption, motivation is defined as the inner driver that triggers an individual to cooperate with the service providers (Tsai, Wu, & Huang, 2017). Whether messages were framed as a gain versus a loss exerted a significant impact on consumer motivation. In the consumer behavior contexts, consumer reactions to frames were mixed (Ganzach & Karsahi, 1995). In this study, we will examine the framing effect in the context of sharing service consumption. H1: In the B2C sharing service context, the framing of customer message (gain vs. loss) will affect customer motivation to comply with the request of the service firm. Customers tend to behave different depending on the value they pursue through consumption (Hwang & Griffiths, 2017). Even in the same consumption context, values of customer pursuit can vary widely. Hence, we intend to examine the moderating effect of customer value perception of sharing service on the effect of message framing on motivation. Studies showed that customers pursuing utilitarian values consider monetary savings and convenience as important, while customers pursuing symbolic value consider status and self-esteem as important and those pursing hedonic values consider entertainment and exploration as important (Rintamäki, Kanto, Kuusela, & Spence, 2006). The framing effect was shown to differ by the emphasized value of the product in the context of advertisement. A gain frame was more effective than a loss frame when the ad highlighting the hedonic attributes of a product while a loss frame was more effective when the ad stressing the utilitarian attributes of the product (Lin, 2007). Taken together, we conjecture that customers pursing different values will react differently to the same frame of messages and the level of motivation triggered by the same message frame will also differ. H2: Customer value perception of sharing service will moderate the framing effect of customer messages (gain vs. loss) on motivation. Specifically, customers pursuing utilitarian values will react more strongly to the messages framed as a loss (H2a), while customers pursuing hedonic or symbolic values will react more strongly to messages framed as a gain (H2b). The effect of motivation on customer behaviors and behavioral intentions have been well demonstrated (Ganzach & Karsahi, 1995). In the service context, customer cooperation behaviors induced by motivation significantly influence the efficiency of service operations (Mills & Morris, 1986). We propose that the motivation enhanced by customer messaged influence customer willingness to cooperate. H3: In the B2C sharing service context, motivation affects customer willingness to cooperate. Methodology Data will be collected from American consumers who have used a car sharing service at least once in the past one year through an online scenario-based survey using a 2 (message frames: gain vs. loss) x 3 (values of sharing service: utilitarian vs. hedonic vs. symbolic) between-subject experimental design. Hypotheses will be tested by an analysis of variance and a regression analysis. Implication The findings of this study will help P2P service firms better design customer messages in inducing customer cooperation and how to customize the design by customers’ value perceptions of sharing service.