When do consumers feel betrayal and face-loss?Examining service communality and social presence types |in service failures

摘要

This study investigates the importance of consumer-restaurant relationship norms (service communality) in connection with consumer-companion social presence types (business versus private) in producing consumers' feelings of betrayal and face-loss inservice failures. The results suggest that consumers felt more betrayed and face-loss in service failures as service communality increased. In addition, social presence types moderated the effect of service communality on face-loss, suggesting consumersin private social presence situations were more sensitive to face-loss as service communality increases. These findings were integrated into a discussion of theoretical and managerial implications regarding restaurant service management.