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So you want to delight your customers: The perils of ignoring heterogeneity in customer evaluations of discretionary preferential treatments

  • Published:2013-12 Issue:4 Volume:30 Page:358-367
  • ISSN:0167-8116
  • Container-title:International Journal of Research in Marketing
  • language:en
  • Short-container-title:International Journal of Research in Marketing

Author:

Butori Raphaëlle,De Bruyn Arnaud

Publisher

Elsevier BV

Subject

Marketing

Reference62 articles.

1. Toward an understanding of inequity;Adams;Journal of Abnormal and Social Psychology,1963

2. Inequity in social exchange;Adams,1965

3. Social comparison and coping with serious medical problems;Affleck,1991

4. Diagnostic and statistical manual of mental disorders;American Psychiatric Association,2000

5. The intangibles of bargaining: Power and competence versus deference and approval;Assor;Journal of Social Psychology,1982

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