Browsing USN Open Archive by Author "Tran, Huy Quoc"
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Customer identity and dysfunctional behaviors: The case of impoliteness
Tran, Huy Quoc (Doctoral dissertations at the University of South-Eastern Norway;114, Doctoral thesis, 2021)A common intuition in marketing is that businesses should ‘treat customers as kings or queens.’ However, customers do not always reciprocate in kind. In this research, I explore how merely identifying as a customer facilitates ...