Dave Cormack held back the tears as he spoke to the media following Aberdeen's decision to sack Jim Goodwin.
The Dons were thumped 6-0 by Hibs this afternoon at Easter Road.
It came just five days after their humiliating Scottish Cup fourth round exit at the hands of sixth tier Darvel.
Within 20-minutes of full-time, Cormack had sanctioned the decision. Aberdeen released a short statement to confirm that Goodwin was dismissed.
Chairman Cormack told the BBC: "I'm almost lost for words.
"I saw our fans there today all 1,700 of them supporting the team. I've been a fan my whole life and I'm embarrassed, humiliated and shocked by the results.
"Jim is a good man and he gave it his best. I met Jim after the game and he gave me a hug and simply said, 'I know it's not good enough'.
"We part company for obvious reasons, since coming back from the World Cup our away form has been abysmal but our home form has been pretty decent.
"Some of the players also need to take responsibility.
"As of Dons fan of 64 now, I take responsibility as I'm chairman of the club and I've overseen the changes on the football side.
"It's no consolation hearing how well things are going off the field - commercially, fan engagement and youth academy.
"They deserve better than that and I'm determined to get this right. We will double down our vision with the board and our strategy.
"The most important thing as a business is making sure you have the right people in place to execute on all aspects.
"Since the World Cup, it's been really, really challenging. I felt quite humiliated today, like the fans, and I'm sorry - that's the message I want to them.
"They were brilliant today and I'm quite emotional about the club - it means everything to me.
"I'm rightly as chairman, getting the pelters, but I'm determined to get it right."
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