An examination of consumer embarrassment and repatronage intentions in the context of emotional service encounters |
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| Authors: | Debra Grace |
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| Institution: | 1. Faculty of Business and Economics, Dalian University of Technology, China;2. Faculty of Business Administration, The Chinese University of Hong Kong, Shatin, Hong Kong;3. NUS Business School, National University of Singapore, Singapore;1. Stephen M. Ross School of Business, University of Michigan, 701 Tappan St., Ann Arbor, MI 48109–1234, USA;2. Kelley School of Business, Indiana University, 1309 E. Tenth St., Bloomington, IN 47405, USA;3. College of Administrative Sciences and Economics, Koç University, Rumelifeneri Yolu, Sar?yer, ?stanbul, 34450, Turkey. |
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| Abstract: | Using an experimental repeated-measures design (n=240), this study examines the level of felt embarrassment and repatronage intentions in relation to 13 embarrassing service encounters. The manipulation of two independent variables, i.e. embarrassment source (i.e., service provider, others present and consumer) and embarrassment stimuli (violations of privacy, awkward acts, forgetfulness/error, image appropriateness and criticism) are represented by 13 hypothetical scenarios included in a self-report survey. The findings have relevance for theory and practice and provide direction for future research in this area. |
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