Embarrassed Customers: the Dark Side of Receiving Help From Others

Youjae Yi, Seoul National University, South Korea
Seo Young Kim, Seoul National University, Seouth Korea
Receiving support from other customers during service encounters has become common with increased customer-to-customer interactions. However, there is a downside of inter-customer relationships. Customers receiving help from other customers during service encounters are more likely to feel embarrassed, which would lead to decrease in customer satisfaction.
[ to cite ]:
Youjae Yi and Seo Young Kim (2016) ,"Embarrassed Customers: the Dark Side of Receiving Help From Others", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 766-766.