The influence of perceived risks on yacht voyagers' service appraisals: evaluating customer-to-customer interaction as a risk dimension

Abstract

This study investigates the impact of customer-to-customer interaction (CCI) related risks on the value perceptions of yacht voyagers. The present study also addresses the interplay with perceived value and other service outcomes i.e. trust and loyalty. Data were collected from 359 voyagers and the model was tested via structural equation modeling. The results reveal that service-related and psychosocial risk dimensions are negatively associated with perceived value and CCI significantly influences other risk dimensions. Perceived value influences both trust and loyalty and trust has a significant impact on loyalty. The findings demonstrate the importance of CCI risks for high interaction services.