Other Customers In Shared Servicescape: A Systematic Review And Future Research Agenda | Niharika Gupta & Harsh V Verma

Despite the growing interest of marketers and academicians in “other customers” as a valuable resource and important social factor in the shared services, marketing literature offer fragmented guidance towards different aspects of customers as social environment. To bridge this gap, this paper provides an integrative overview of the existing state of research through systematic review of 171 peer reviewed journal articles published in 1972-2020. This review classifies the “other customer” literature into different themes and sub-themes using a grounded theory approach. It also presents future research directions along with theoretical and managerial implications. Additionally, the study highlights potential research areas in the context of the current pandemic situation.