Test of Hypotheses Results 1 Manipulation Check

90

5. Discussions

Results indicate that public self-consciousness influences the use of both expressive and active coping when facing an embarrassing encounter. Only in the use of avoidance coping does the condition have impact on this. Also for private self-consciousness both main and interaction effects are significant. Unexpectedly the hypotheses were not supported for H1 and H3. This can be explained in several ways. Firstly, all respondents are local Chinese people in Hong Kong, it may be feasible that cultural nuances such as the need to preserve self-face and other face could be at play, and dampen the incentives of seeking social support from others. Secondly, Lau-Gesk and Drolet 2008 argue that the spotlight effect would be greater in individuals of high public self-consciousness. A third reason for the occurrence may be due to the high proportion of female respondents in the study. Research suggests that women may be more apt in expressing complaints but not necessarily to the source directly as it may jeopardize the relationship they have with another individual Kowalski, 1996. Avoidance coping was shown to be dependent on the condition rather than on disposition. This is aligned with suggestions that avoidance coping is distinct from other forms of emotional coping as consumers do not position themselves in a positive light, they turn away from the situation Stephens and Gwinner, 1998.

6. Managerial Implications and Future Research

The study validates the importance of paying attention to emotions in service encounters and has linked coping strategies with trait dispositions such as self-consciousness. Firms that are able to drive more coping towards either expressive or active strategies are in a better position to have more individuals voice out their dissatisfaction and have a chance to rectify the problem rather than losing the customer entirely Stephens and Gwinner, 1998. Future research should embark on exploring self-conscious emotions in more service settings to ascertain a better picture of its effects. Secondly, embarrassment was the consumption emotion under study. Examining the impact of other factors such as age and gender in future studies is called for as these may influence complaining behavior.

7.References

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