Bystanders Don’T Just Stand By: the Influence of Social Presence on Service Experience

Yi He, University of Hawaii
Qimei Chen, University of Hawaii
Dana L. Alden, University of Hawaii
Continuous improvement in customer relationship management is a necessity for companies wishing to remain competitive in today’s service industry. The two studies presented herein respond to this need by testing a new nomological net that features social presence and its moderators as antecedents to service satisfaction and behavioral intentions. Study 1 discovers that when service encounters are positive, social presence enhances satisfaction and behavioral intentions. However, when the service encounter is negative, the impact of social presence is more complex. Study 2 examines this complexity and uncovers that social presence effects are outcome attribution- dependent and cultural orientation-contingent.
[ to cite ]:
Yi He, Qimei Chen, and Dana L. Alden (2008) ,"Bystanders Don’T Just Stand By: the Influence of Social Presence on Service Experience", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 789-790.