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

Author

Listed:
  • He, Yi
  • Chen, Qimei
  • Alden, Dana L.

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.

Suggested Citation

  • He, Yi & Chen, Qimei & Alden, Dana L., 2012. "Consumption in the public eye: The influence of social presence on service experience," Journal of Business Research, Elsevier, vol. 65(3), pages 302-310.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:3:p:302-310
    DOI: 10.1016/j.jbusres.2011.03.014
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    References listed on IDEAS

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    Cited by:

    1. Zourrig, Haithem & Chebat, Jean-Charles & Toffoli, Roy, 2015. "“In-group love and out-group hate?” A cross cultural study on customers' revenge, avoidance and forgiveness behaviors," Journal of Business Research, Elsevier, vol. 68(3), pages 487-499.
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    3. Sharifi, Seyed Shahin & Aghazadeh, Hashem, 2016. "Discount reference moderates customers' reactions to discount frames after online service failure," Journal of Business Research, Elsevier, vol. 69(10), pages 4074-4080.
    4. repec:eee:jbrese:v:82:y:2018:i:c:p:179-191 is not listed on IDEAS
    5. Lee, Byung-Kwan & Lee, Wei-Na, 2016. "The effect of structural alignment on choice-process satisfaction and preference formation: The moderating role of self-construal," Journal of Business Research, Elsevier, vol. 69(8), pages 2747-2755.
    6. 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.
    7. Fan Alei (Aileen) & Van Hoof Hubert B. & Loyola Sandra Pesantez & Granda Marlene Jaramillo & Lituma Sebastián Calle, 2016. "The impact of other customers and gender on consumer complaint behaviour in the Ecuadorian restaurant setting," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 7(1), pages 21-29, May.
    8. Collier, Joel E. & Moore, Robert S. & Horky, Alisha & Moore, Melissa L., 2015. "Why the little things matter: Exploring situational influences on customers' self-service technology decisions," Journal of Business Research, Elsevier, vol. 68(3), pages 703-710.
    9. repec:eee:jbrese:v:76:y:2017:i:c:p:89-97 is not listed on IDEAS
    10. repec:eee:joreco:v:26:y:2015:i:c:p:104-114 is not listed on IDEAS
    11. repec:eee:joreco:v:19:y:2012:i:5:p:501-509 is not listed on IDEAS
    12. Elgaaied-Gambier, Leila & Monnot, Elisa & Reniou, Fanny, 2018. "Using descriptive norm appeals effectively to promote green behavior," Journal of Business Research, Elsevier, vol. 82(C), pages 179-191.

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