Sunderland manager Dick Advocaat has admitted that the players should feel "ashamed" following Saturday's defeat at Bournemouth.
The Black Cats lost 2-0 to the Premier League newcomers at Dean Court, which leaves them bottom of the table after six games.
Advocaat has insisted that he is determined to improve the side's fortunes.
"We have to be ashamed of what we did today," the Dutchman told The Mirror.
"I will look in the mirror, but I have told the players they have to do that as well – hopefully they will come up with an answer.
"We are all well paid and the fans paid their last penny to travel 700 miles to watch us. I feel very sorry for them and I really, honestly, mean that."
Sunderland travel to Manchester United next Saturday.
The Black Cats lost 2-0 to the Premier League newcomers at Dean Court, which leaves them bottom of the table after six games.
Advocaat has insisted that he is determined to improve the side's fortunes.
"We have to be ashamed of what we did today," the Dutchman told The Mirror.
"I will look in the mirror, but I have told the players they have to do that as well – hopefully they will come up with an answer.
"We are all well paid and the fans paid their last penny to travel 700 miles to watch us. I feel very sorry for them and I really, honestly, mean that."
Sunderland travel to Manchester United next Saturday.
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