Purpose – This article seeks to illustrate how social commonalities between employees and their customers often result in customers believing that they are entitled to discounts in retail settings. Design/methodology/approach – This study employs survey methodology to reveal the extent to...

Purpose – The purpose of this research is to investigate customer purchase of a service organization's logo/branded merchandise as a type of customer voluntary performance behavior. Design/methodology/approach – The article employs three separate studies; two are conducted with customers of...