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

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.


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.


Yi He, University of Hawaii
Qimei Chen, University of Hawaii
Dana L. Alden, University of Hawaii


NA - Advances in Consumer Research Volume 35 | 2008

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