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

International Journal of Research in Marketing

Volumn 30, Issue 4, 2013, Pages 358-367

  Butori, Raphaëlle ^a   De Bruyn, Arnaud ^a  

^a ESSEC BUSINESS SCHOOL   (France)

Author keywords

Discretionary preferential treatment; Imposition; Justification; Need for distinction; Negotiation proneness; Preference heterogeneity; Surprise; Visibility

Indexed keywords

EID: 84886392714     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2013.03.004     Document Type: Article

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