Because I'm worth it: The impact of given ...
Type de document :
Compte-rendu et recension critique d'ouvrage
Titre :
Because I'm worth it: The impact of given versus perceived status on preferential treatment effectiveness
Auteur(s) :
Pez, Virginie [Auteur]
Dauphine marketing, stratégie, prospective [DMSP]
Dauphine Recherches en Management [DRM]
Butori, Raphaëlle [Auteur]
ESSEC Business School
de Kerviler, Gwarlann [Auteur]
IÉSEG School Of Management [Puteaux]
Lille économie management - UMR 9221 [LEM]
Dauphine marketing, stratégie, prospective [DMSP]
Dauphine Recherches en Management [DRM]
Butori, Raphaëlle [Auteur]
ESSEC Business School
de Kerviler, Gwarlann [Auteur]
IÉSEG School Of Management [Puteaux]
Lille économie management - UMR 9221 [LEM]
Titre de la revue :
Journal of Business Research
Pagination :
2477--2483
Éditeur :
Elsevier
Date de publication :
2015-12
ISSN :
0148-2963
Mot(s)-clé(s) en anglais :
Preferential treatment
Perceived status
Self-categorization
Perceived spending level
Perceived seniority
Need for distinction
Perceived status
Self-categorization
Perceived spending level
Perceived seniority
Need for distinction
Discipline(s) HAL :
Sciences de l'Homme et Société/Gestion et management
Résumé en anglais : [en]
Prior research shows that preferential treatments offered by companies to their best customers do not always contribute to enhanced satisfaction and may even elicit negative consequences. Most studies link this dissatisfaction ...
Lire la suite >Prior research shows that preferential treatments offered by companies to their best customers do not always contribute to enhanced satisfaction and may even elicit negative consequences. Most studies link this dissatisfaction to the type or level of benefits offered; this article investigates another cause, namely, a targeting mismatch, such that the wrong customers receive the rewards designed for the best customers. Two quantitative studies involving more than 600 customers (one conducted with a leading European service company and one conducted with an external market research firm panel) demonstrate that better explanations of the perceived legitimacy of preferential treatment and satisfaction stem from the consumer's own perceptions of his or her status rather than from the objective status that the company grants to the consumer. Three antecedents of perceived status (perceived spending level, perceived seniority, and need for distinction) offer insights for companies that seek to refine their efforts to target their best customers with special marketing efforts.Lire moins >
Lire la suite >Prior research shows that preferential treatments offered by companies to their best customers do not always contribute to enhanced satisfaction and may even elicit negative consequences. Most studies link this dissatisfaction to the type or level of benefits offered; this article investigates another cause, namely, a targeting mismatch, such that the wrong customers receive the rewards designed for the best customers. Two quantitative studies involving more than 600 customers (one conducted with a leading European service company and one conducted with an external market research firm panel) demonstrate that better explanations of the perceived legitimacy of preferential treatment and satisfaction stem from the consumer's own perceptions of his or her status rather than from the objective status that the company grants to the consumer. Three antecedents of perceived status (perceived spending level, perceived seniority, and need for distinction) offer insights for companies that seek to refine their efforts to target their best customers with special marketing efforts.Lire moins >
Langue :
Anglais
Vulgarisation :
Non
Collections :
Source :