Impact of friendship among customers on their perceived value from consumption

Abstract

Value creation and communication are critical tasks for marketers. According to the Service Dominant Logic stream of literature, value is created by customers in their usage experiences—a notion of value referred to as "value-in-use" or "customer perceived value" (CPV), and each interaction at a touchpoint influences such value creation. Our study investigates the effect of dyadic consumer friendships on CPV in the context of joint consumption.