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An examination of consumer embarrassment and repatronage intentions in the context of emotional service encounters

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  • Grace, Debra

Abstract

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.

Suggested Citation

  • Grace, Debra, 2009. "An examination of consumer embarrassment and repatronage intentions in the context of emotional service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 16(1), pages 1-9.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:1:p:1-9
    DOI: 10.1016/j.jretconser.2008.02.004
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    2. Lunardo, Renaud & Mouangue, Emilie, 2019. "Getting over discomfort in luxury brand stores: How pop-up stores affect perceptions of luxury, embarrassment, and store evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 77-85.
    3. Carol L. Esmark & Stephanie M. Noble, 2018. "Retail space invaders: when employees’ invasion of customer space increases purchase intentions," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 477-496, May.
    4. Gohary, Ali & Hamzelu, Bahman & Alizadeh, Hamid, 2016. "Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 127-142.
    5. Macintosh, Gerrard, 2009. "Examining the antecedents of trust and rapport in services: Discovering new interrelationships," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 298-305.
    6. Esmark, Carol L. & Noble, Stephanie M. & Breazeale, Michael J., 2017. "I’ll Be Watching You: Shoppers’ Reactions to Perceptions of Being Watched by Employees," Journal of Retailing, Elsevier, vol. 93(3), pages 336-349.
    7. Lubart, Allan & Capelli, Sonia, 2024. "Gamification of the point of sale using hybrid-reality games: Non-players' negative influence on players' service experience," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    8. 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.
    9. Esmark Jones, Carol L. & Barney, Christian & Farmer, Adam, 2018. "Appreciating Anonymity: An Exploration of Embarrassing Products and the Power of Blending In," Journal of Retailing, Elsevier, vol. 94(2), pages 186-202.
    10. Jana Holthöwer & Jenny Doorn, 2023. "Robots do not judge: service robots can alleviate embarrassment in service encounters," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 767-784, July.
    11. Ziegler, Alexander H. & Allen, Alexis M. & Peloza, John & Ian Norris, J., 2022. "The nature of vicarious embarrassment," Journal of Business Research, Elsevier, vol. 153(C), pages 355-364.
    12. Barney, Christian & Jones, Carol L. Esmark & Farmer, Adam, 2020. "Approacher be-wear? Increasing shopper approach intentions through employee apparel," Journal of Business Research, Elsevier, vol. 108(C), pages 401-416.

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