Palmeira, Mauricio; Koo, Minjung; Sung, Hyun-Ah - In: European Journal of Marketing 56 (2021) 3, pp. 653-676
Purpose: This paper aims to examine how observers evaluate a company that provides service failure (or excellence) to an immoral versus a moral customer. This study introduces the concept of deservingness to the service literature and suggests that observers appreciate when a company delivers...