Consumption in the public eye: The influence of social presence on service experience
AbstractContinuous improvement in managing customer relationships is a necessity for companies wishing to remain competitive in today's global marketplace. The two studies presented herein respond to this need by developing and testing a new nomological net that features social presence and its moderators as antecedents to service satisfaction. Study 1 discovers that when service experiences are positive, social presence enhances service satisfaction. Study 2 examines the interaction between service experience valence, social presence type and self-construal prime. The results show that when an interdependent self-construal is primed, social presence (both in-group and out-group) increases service satisfaction (dissatisfaction) during a positive (negative) service encounter, whereas, when an independent self-construal is primed, social presence exerts little impact on service satisfaction. Managers can benefit from these findings by considering the impact of social presence as they design their servicescapes.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 65 (2012)
Issue (Month): 3 ()
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Web page: http://www.elsevier.com/locate/jbusres
Social presence; Self-construal prime; Service; Satisfaction;
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