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Consumption in the public eye: The influence of social presence on service experience

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  • He, Yi
  • Chen, Qimei
  • Alden, Dana L.
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    Abstract

    Continuous 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 Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 3 ()
    Pages: 302-310

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:3:p:302-310

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Social presence; Self-construal prime; Service; Satisfaction;

    References

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    1. Alden, Dana L. & He, Yi & Chen, Qimei, 2010. "Service recommendations and customer evaluations in the international marketplace: Cultural and situational contingencies," Journal of Business Research, Elsevier, vol. 63(1), pages 38-44, January.
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    11. Mandel, Naomi, 2003. " Shifting Selves and Decision Making: The Effects of Self-Construal Priming on Consumer Risk-Taking," Journal of Consumer Research, University of Chicago Press, vol. 30(1), pages 30-40, June.
    12. Rook, Dennis W & Fisher, Robert J, 1995. " Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research, University of Chicago Press, vol. 22(3), pages 305-13, December.
    13. Aaker, Jennifer L & Lee, Angela Y, 2001. " "I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 33-49, June.
    14. Jang, SooCheong (Shawn) & Namkung, Young, 2009. "Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants," Journal of Business Research, Elsevier, vol. 62(4), pages 451-460, April.
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    Cited by:
    1. Uhrich, Sebastian & Tombs, Alastair, 2014. "Retail customers' self-awareness: The deindividuation effects of others," Journal of Business Research, Elsevier, vol. 67(7), pages 1439-1446.

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