Customer-to-customer exchange: Its MOA antecedents and its impact on value creation and loyalty

Thomas W. Gruen, Talai Osmonbekov, Andrew J. Czaplewski

Research output: Contribution to journalArticlepeer-review

146 Scopus citations


Value creation through customer-to-customer exchange occurs when the perceived benefits of a company’s offering are increased as a result of customers’ interaction with one another. C2C exchange exists in a wide variety of service environments, both online and face-toface. Drawing on the motivation, opportunity, and ability (MOA) framework, this research presents and tests a theoretical model that examines antecedents and outcomes of C2C exchange in the context of face-to-face networking behaviors at professional association meetings. Data were obtained from a survey of conference attendees, and the hypotheses were tested using moderated regression and path analysis. The results show a three-way interaction effect among the MOA factors, that the MOA model does predict the level of C2C exchange, and that C2C exchange does enhance service value perceptions and customer loyalty intentions.

Original languageEnglish (US)
Pages (from-to)537-549
Number of pages13
JournalJournal of the Academy of Marketing Science
Issue number4
StatePublished - Dec 2007


  • Ability
  • Associations
  • C2C
  • Customer-to-customer
  • Exchange
  • Interaction effect
  • Know-how
  • Loyalty
  • MOA
  • Members
  • Motivation
  • Opportunity
  • Services marketing
  • Value

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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