Self-regulation and “other consumers” at service encounters: A sociometer perspective |
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| Institution: | 1. Department of Optoelectronics Research and Development Center, Changchun Institute of Optics, Fine Mechanics and Physics, Chinese Academy of Sciences, No. 3888, East South-Lake Road, Changchun, Jilin 130033, China;2. University of Chinese Academy of Sciences, No. 19, Yu-Quan Road, Shi-Jing-Shan District, Beijing 100049, China;1. Department of Radiation Oncology, University of California Los Angeles, David Geffen School of Medicine, Los Angeles, CA;2. Departments of Radiology, Urology, and Surgery, University of California Los Angeles, David Geffen School of Medicine, Los Angeles, CA;3. Department of Radiation Oncology, Samuel Oschin Cancer Center, Cedars-Sinai Medical Center, Los Angeles, CA;1. Department of Marketing Deakin University, 221 Burwood Highway Burwood, VIC 3125, Australia;2. Department of Marketing Georgia Southern University, P.O. Box 8154, Statesboro, GA 30460, USA;1. School of Business, University of International Business and Economics, Beijing, China;2. Institute of International Economy, University of International Business and Economics, Beijing, China;3. Discipline of International Business, University of Sydney, Sydney, Australia;4. School of Marketing, Curtin Business School, Curtin University, Kent Street, Bentley, WA 6102, Australia |
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| Abstract: | Hospitality consumption often involves sharing the physical environment with other consumers. Other consumers can be either acquaintances a focal consumer shares the consumption experience with (co-consumption others) or strangers the focal consumer encounters due to serendipity (Customer Bs). This research used sociometer as a theoretical lens to examine the social dynamics among a focal consumer, co-consumption others and Customer Bs at service encounters and the impact of such social dynamics on consumer self-regulatory behavior. The results of the experimental study showed that when co-consumption others elicit higher level of need for self-monitoring, a focal consumer is more likely to regulate his/her interpersonal goal and emotions in response to the behavior of Customer Bs at service encounters. The results further suggested that while interpersonal goals do not have a significant effect on encounter satisfaction, emotion regulation positively contributes to encounter satisfaction. Theoretical and practical implications of the findings are also discussed. |
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| Keywords: | Other consumers Self-regulation Service encounters Sociometer theory |
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