As Doug and Chad say, just behave the same way win or lose, hug or not.
I feel the same about coaches coming over after their kid wins and want to shake my hand knowing they don't do the same when they lose. If it's done win-or-lose I'm fine with it otherwise take a hike.
I've recently had some coaches shake hands prior to the match. I've since seen kids at shake the other coaches hand before the match instead of after. Both seem like a good compromise.
