Müşteriler arasındaki etkileşimin algılanan değer üzerindeki etkisi: Müşterinin bağımlılık yöneliminin düzenleyici rolü

Constructing mutually beneficial and long-lasting relationships between companies and their stakeholders has become increasingly important in the context of relationship marketing. In addition to the importance of business-to-customer relationships, managing customer-to-customer relationships and their interactions is believed to be the key to forming enduring links and bonds with the customers. This issue is highly valued in the concept of service dominant (S-D) logic as a source of co-created value. In this study, customer-to-customer interaction (CCI) is introduced as a missing and complementary part of social bonds in the context of relationship marketing. Inclusion of these interactions among customers that are social in nature to classically known social bonds has provided a more comprehensive approach towards this concept. In addition, customers' dependency orientation that originally stems from cultural features is put forward as a concept that moderates the relationship between various types of customer-to-customer interaction (direct, indirect; positive, negative) and hedonic perceived value (HPV) in a given service dominant encounter. This work has utilized experimental methodology to test how customers' HPV is affected by different types of interactions that take place among customers in a service dominant (S-D) setting considering the moderating effect of customers' dependency orientation. Keywords: Social bonds, customer-to-customer interaction, Hedonic perceived value, Dependency orientation, Experimental design