Dr Richard Nicholls

Dr Richard Nicholls

Senior Lecturer in Marketing

Department of Marketing and Enterprise

Contact Details

email: r.nicholls@worc.ac.uk

Richard’s main teaching and research interests focus on the management and marketing of services. Much of his research examines the interaction occurring between service customers and its management. He has published widely in this area in a range of international journals, and his work is frequently cited in the customer-to-customer interaction literature. Richard has extensive international experience and has taught at several European universities, including the European Business School in Frankfurt, Poznan University of Economics and Warsaw University.



DSc in Service Management
Ph.D. in Management Science
Post-graduate Diploma in Social Sciences
MA in Economics and Politics


Teaching & Research


  • Services Marketing
  • C2C Marketing
  • International Marketing
  • Marketing Management
  • Business Strategy  


Research interests:

Richard's main area of research concerns the interactions occurring between customers (usually known as: Customer-to-customer interaction or CCI). His research includes:

  • The conceptualisation of CCI
  • CCI typologies
  • CCI and customer diversity
  • Methods for researching CCI
  • The management of CCI

Other research interests include:

  • Service encounters
  • Services marketing
  • Ageing and service consumption

Recent doctoral supervisions include:

  • Management of customer-to-customer interaction (CCI) by the front-line employee (FLE) in the supermarket industry.
  • Exploring the motives behind festive occasion consumption – An intergenerational perspective
  • The impact of national culture on the decision-making process (DMP) of market entry strategies

Professional Bodies

Member of the Academy of Marketing (MAM)
Fellow of Higher Education Academy (FHEA)




Selected publications:

Nicholls, R. (2020) What goes on between customers? A cross-industry study of customer-to-customer interaction. Journal of Service Theory and Practice, early cite: https://www.emerald.com/insight/content/doi/10.1108/JSTP-05-2019-0112/full/html

Nicholls, R. and Gad Mohsen, M. (2019) Managing customer-to-customer interaction (CCI) – insights from the frontline. Journal of Services Marketing, 31 (7), 798-814.

Nicholls, R. and Kay, A. (2019) Understanding the Scope of In-Store C2C Influence in Retailing. Proceedings of Academy of Marketing 2019 Annual Conference, London, UK.

Nicholls, R. (2019) A Customer Diversity Perspective on Customer-to-Customer Interaction (CCI). Presentation at QUIS16 - The 16th International Research Symposium on Service Excellence in Management. Karlstad, Sweden.

Nicholls, R. (2018) Patient Aggression in Healthcare Services. Medical Maestro Magazine, 23, 3236-3240.

Nicholls, R. (2017) The Self-care Approach to Healthcare. Medical Maestro Magazine, 21, 2986-2989.

Nicholls, R. (2016) Exploring the meaning of ‘communitas’ in tourism and leisure. In F. McLeay (Ed.), Proceedings of Academy of Marketing 2016 Annual Conference: Radical Marketing, Northumbria University. ISBN: 9781906596293.

Nicholls, R. (2016) Responding to Fluctuating Demand for Healthcare Services. Medical Maestro Magazine, 14, 1946-1951.

Nicholls, R. and Gad Mohsen, M. (2015) Other Customer Age – Exploring customer age-difference related CCI. Journal of Services Marketing, 29 (4), 255-267.

Gad Mohsen, M., Marciniak, R. and Nicholls, R. (2015) When Luxury Hides Itself: Unveiling the Meaning Arab Women Attach to Luxury. In Proceedings of the 3rd International Conference on Contemporary Marketing Issues (ICCMI), Kingston University, London, UK, 208-216.

Nicholls, R. (2014) Managing patient-to-patient interaction: the waiting room experience. Medical Maestro Magazine, 5, 685-89.

Nicholls, R (2014) Ageing consumers – Future research directions. In e-Proceedings of the 5th International Research Symposium in Service Management on: Service Imperatives in the New Economy – Future Directions in Service Research, Parnu, Estonia, 08.06.2014-12.06.2014.

Nicholls, R. (2013) Services and service marketing in Central and Eastern Europe. In Fisk, R.P., Russell-Bennett, R. and Harris, L.C. (eds.) Serving Customers: Global Services Marketing Perspectives. Prahran, Australia, Tilde University Press.

Nicholls, R. (2011) Customer-to-customer interaction (CCI): a cross-cultural perspective. International Journal of Contemporary Hospitality Management, 23 (2), 209-223.

Nicholls, R. (2010) New directions for customer-to-customer interaction research. Journal of Services Marketing, 24 (1), 87-97.

Nicholls, R. (2009) Researching Services using the Critical Incident Technique. Service Management, 4, 83-90.

Nicholls, R. (2008) No Longer Cinderella: Two decades of Customer-to-Customer Interaction (CCI) research. In Proceedings of the AMA SERVSIG Services Research Conference, Liverpool, UK.

Nicholls, R. (2007) Value creation in services: A customer-to-customer (C2C) approach. In Starnawska, S. and Werda, W. (eds.) In search for value: selected aspects, Siedlce: University of Podlasie: pp. 79-84.

Nicholls, R. (2006) Service design: incorporating customer B. In Rogozinski, K. (ed.) Knowledge-intensive services [Uslugi bogate w wiedze]. Poznan, Infomila, pp. 210-217.

Nicholls, R. (2005) Interactions between Service Customers: Managing On-site Customer-to-Customer Interactions for Service Advantage, Poznan, The Poznan University of Economics.

External Responsibilities

Member of Editorial Advisory Board:
Journal of Services Marketing
International Journal of Contemporary Hospitality Management

Ad hoc reviewer for:
Journal of Retailing and Consumer Services
Managing Service Quality