So you want to delight your customers : the perils of ignoring heterogeneity in customer evaluations of discretionary preferential treatments
Year of publication: |
2013
|
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Authors: | Butori, Raphaëlle ; De Bruyn, Arnaud |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 30.2013, 4, p. 358-367
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Subject: | Discretionary preferential treatment | Preference heterogeneity | Justification | Imposition | Visibility | Surprise | Need for distinction | Negotiation proneness |
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