Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 16, Issue 1, Pages 1-9Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2008.02.004
Keywords
Service encounter; Affective reactions; Embarrassment; Emotions; Intentions; Feelings; Experiment
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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. (C) 2008 Elsevier Ltd. All rights reserved.
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