Embarrassed Customers: the Dark Side of Receiving Help From Others

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.



Citation:

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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 766-766.

Authors

Youjae Yi, Seoul National University, South Korea
Seo Young Kim, Seoul National University, Seouth Korea



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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