THE IMPACT OF OTHER CUSTOMERS ON SERVICE EXPERIENCES - A CRITICAL INCIDENT EXAMINATION OF GETTING ALONG

Service encounters often occur in the presence of multiple customers w ho share the servicescape with each another. This study was conducted to ascertain the positive and/or negative effects that other customers may have upon one's service experience. Using the critical incident t echnique, data were gathered from 486 customers regarding satisfying o r dissatisfying episodes with service organizations that were the resu lt of other customer's presence. Analysis of the data revealed specifi c categories of other customers' influence, which are described and ex amined across various respondent characteristics. Implications for tho se who manage organizations that provide service to multiple customers simultaneously are posited.