Vis enkel innførsel

dc.contributor.authorTran, Huy Quoc
dc.date.accessioned2021-11-30T08:30:43Z
dc.date.available2021-11-30T08:30:43Z
dc.date.issued2021
dc.identifier.isbn978-82-7860-482-7
dc.identifier.issn2535-5252
dc.identifier.urihttps://hdl.handle.net/11250/2832009
dc.description.abstractA 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 dysfunctional behaviors such as impoliteness in service interactions. Across five studies, I demonstrate that making the customer identity salient increases dysfunctional behaviors. In particular, customer identity (1) increases the likelihood of impoliteness via an enhanced sense of entitlement, (2) leads to objectification of employees, (3) reduces other-focus orientation, (4) eliminates the positive effect of subjective social status on forgiveness, and (5) decreases politeness in written language. To our knowledge, this research is the first that attempts to explore the relationship between customer identity and customer impoliteness. This contributes to existing marketing theory by demonstrating that customer identity can induce impoliteness beyond contextual factors and personal characteristics. For managers, this research suggests that businesses should refrain from making customer identification salient and rather promote alternative identities (i.e., guest, partner, student). Finally, the current research encourages future studies to extend our current understanding of the relationship between customer identity and customer dysfunctional behaviors.
dc.language.isoengen_US
dc.publisherUniversity of South-Eastern Norway, USN School of Businessen_US
dc.relation.ispartofseriesDoctoral dissertations at the University of South-Eastern Norway;114
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internasjonal*
dc.rights.uri© The Author, except otherwise stated*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/deed.no*
dc.subjectcustomer identity
dc.subjectdysfunctional behaviors
dc.subjectimpoliteness
dc.subjectservice interaction
dc.titleCustomer identity and dysfunctional behaviors: The case of impolitenessen_US
dc.typeDoctoral thesisen_US
dc.description.versionpublishedVersionen_US
dc.rights.holder© Huy Quoc Tranen_US
cristin.fulltext


Tilhørende fil(er)

Thumbnail

Denne innførselen finnes i følgende samling(er)

Vis enkel innførsel