Senior citizens' perspective on the value offerings of third place via customer to customer (C-2-C) engagement

Purpose – The purpose of this paper is to offer a framework of third-place value offering that explains how specific consumer groups', senior citizens, customer-to-customer engagement in third places can develop their value experiences. 

Design/methodology/approach – Data were collected for two studies from senior citizen clubs in Australia. Study 1 uses focus group (12) and is analysed with QSR NVivo software following content analysis. Study 2 is based on 324 surveys and is analysed with AMOS version 24 software.

Findings – Study 1 identifies eight themes based on 29 main codes to develop a framework on the value offerings of third-place value and its consumer-centric effect on seniors' loyalty and social capital. The themes under social capital and loyalty contributed to a better understanding of how consumers engage with each other in social clubs and develop their social capital. The results of Study 2 support the conceptualisation of third-place value offering as a reflective model and confirm the model's nomological validity in relation to seniors' loyalty and social capital outcomes.

Research limitations/implications – The only limitation of the paper is that it presents findings based on data collected in a regional place in Australia. 

Practical implications – The findings provide three practical implications for managers to consider in relation to service places: improve consumer patronage through community engagement, improve local business practices via consumer-owner friendship and redesign spatial settings to deliver meaningful consumer experiences.

Social implications – The present study has three social implications; first, it highlights the significant role of third places in bringing isolated groups of community together for regular interaction and socialisation. It also extends understanding on senior citizen customers and their consumption experiences within third places for value creation. The study also contributes to understanding how senior citizen customers develop loyalty towards third places and enhance their social capital through social engagement in the place. 

Originality/value – This paper uses consumption experience to develop the consumer value in third places. It provides a consumer-centric focus to servicescape and incorporates recent works on third places, value, social capital and loyalty.