Customer-to-customer (C2C) know-how exchanges occur in a variety of contexts,
including virtual environments of Internet mediated communities. Exchange of
know-how that takes place among the customers of an organization's offering
has the potential to create customer value and result in positive outcomes for
organizations. This study proposes a model that examines key factors that drive C2C
exchanges as well as the outcomes of these exchanges. The model shows how C2C
exchanges create value for the marketing organization – that is, value
over and above the value that the customer receives directly through exchanges with
the organization. C2C exchanges are also proposed to enhance loyalty intentions.
Viewing C2C know-how exchange as an information source to the customer, the model
adapts and applies the motivation, opportunity, and ability (MOA) theory to explain
levels of C2C know-how exchange.
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