Shin, Joongwon; Hwang, Yoohee; Mattila, Anna S. - In: Journal of Services Marketing 32 (2018) 6, pp. 767-776
Purpose: Though social trends are driving consumers toward solo consumption of various services, many are reluctant to do so. There is little guidance for service providers as to how to effectively induce solo consumption. This study aims to examine the joint effect of self-esteem and an...