Essec\Faculty\Model\Contribution {#2216 ▼
#_index: "academ_contributions"
#_id: "2490"
#_source: array:26 [
"id" => "2490"
"slug" => "2490-so-you-want-to-delight-your-customers-the-perils-of-ignoring-heterogeneity-in-customer-evaluations-of-discretionary-preferential-treatments 
2490-so-you-want-to-delight-your-customers-the-perils-of-ignoring-heterogeneity-in-customer-evaluati "
"yearMonth" => "2013-12"
"year" => "2013"
"title" => "So You Want to Delight Your Customers: The Perils of Ignoring Heterogeneity in Customer Evaluations of Discretionary Preferential Treatments So You Want to Delight Your Customers: The Perils of Ignoring Heterogeneity in Customer Evaluations "
"description" => "BUTORI, R. et DE BRUYN, A. (2013). So You Want to Delight Your Customers: The Perils of Ignoring Heterogeneity in Customer Evaluations of Discretionary Preferential Treatments. <i>International Journal of Research in Marketing</i>, 30(4), pp. 358-367. BUTORI, R. et DE BRUYN, A. (2013). So You Want to Delight Your Customers: The Perils of Ignoring Het "
"authors" => array:2 [
0 => array:3 [
"name" => "DE BRUYN Arnaud"
"bid" => "B00024825"
"slug" => "de-bruyn-arnaud"
]
1 => array:1 [
"name" => "BUTORI Raphaëlle"
]
]
"ouvrage" => ""
"keywords" => array:8 [
0 => "Discretionary preferential treatment"
1 => "Preference heterogeneity"
2 => "Justification"
3 => "Imposition"
4 => "Visibility"
5 => "Surprise"
6 => "Need for distinction"
7 => "Negotiation proneness"
]
"updatedAt" => "2021-02-02 16:16:18"
"publicationUrl" => "https://doi.org/10.1016/j.ijresmar.2013.03.004"
"publicationInfo" => array:3 [
"pages" => "358-367"
"volume" => "30"
"number" => "4"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Many firms assume that customers like to feel special and to receive discretionary preferential treatments (DPT). This research argues that the reality is more complicated: the same preferential treatment may delight one customer but enrage or embarrass another. To help companies align their DPT with their customers’ preferences, this article identifies four dimensions along which consumers positively or negatively evaluate DPT: justification, imposition, visibility, and surprise. This article then introduces customer heterogeneity in the form of two individual traits that moderate DPT evaluations. Through two studies, the article shows that distinction seekers prefer visible rewards that impose on other customers, but negotiators prefer unjustified, non-surprising privileges. Finally, by tying consumer preferences to two readily available variables (age and gender), this article concludes with a set of practical guidelines for the companies that hope to align their DPT strategy with customer profiles. Many firms assume that customers like to feel special and to receive discretionary preferential trea "
"en" => "Many firms assume that customers like to feel special and to receive discretionary preferential treatments (DPT). This research argues that the reality is more complicated: the same preferential treatment may delight one customer but enrage or embarrass another. To help companies align their DPT with their customers’ preferences, this article identifies four dimensions along which consumers positively or negatively evaluate DPT: justification, imposition, visibility, and surprise. This article then introduces customer heterogeneity in the form of two individual traits that moderate DPT evaluations. Through two studies, the article shows that distinction seekers prefer visible rewards that impose on other customers, but negotiators prefer unjustified, non-surprising privileges. Finally, by tying consumer preferences to two readily available variables (age and gender), this article concludes with a set of practical guidelines for the companies that hope to align their DPT strategy with customer profiles. Many firms assume that customers like to feel special and to receive discretionary preferential trea "
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2025-04-03T03:21:40.000Z"
"docTitle" => "So You Want to Delight Your Customers: The Perils of Ignoring Heterogeneity in Customer Evaluations of Discretionary Preferential Treatments So You Want to Delight Your Customers: The Perils of Ignoring Heterogeneity in Customer Evaluations "
"docSurtitle" => "Journal articles"
"authorNames" => "<a href="/cv/de-bruyn-arnaud">DE BRUYN Arnaud</a>, BUTORI Raphaëlle"
"docDescription" => "<span class="document-property-authors">DE BRUYN Arnaud, BUTORI Raphaëlle</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2013</span> <span class="document-property-authors">DE BRUYN Arnaud, BUTORI Raphaëlle</span><br><span class="doc "
"keywordList" => "<a href="#">Discretionary preferential treatment</a>, <a href="#">Preference heterogeneity</a>, <a href="#">Justification</a>, <a href="#">Imposition</a>, <a href="#">Visibility</a>, <a href="#">Surprise</a>, <a href="#">Need for distinction</a>, <a href="#">Negotiation proneness</a> <a href="#">Discretionary preferential treatment</a>, <a href="#">Preference heterogeneity</a>, <a h "
"docPreview" => "<b>So You Want to Delight Your Customers: The Perils of Ignoring Heterogeneity in Customer Evaluations of Discretionary Preferential Treatments</b><br><span>2013-12 | Journal articles </span> <b>So You Want to Delight Your Customers: The Perils of Ignoring Heterogeneity in Customer Evaluatio "
"docType" => "research"
"publicationLink" => "<a href="https://doi.org/10.1016/j.ijresmar.2013.03.004" target="_blank">So You Want to Delight Your Customers: The Perils of Ignoring Heterogeneity in Customer Evaluations of Discretionary Preferential Treatments</a> <a href="https://doi.org/10.1016/j.ijresmar.2013.03.004" target="_blank">So You Want to Delight Your "
]
+lang: "en"
+"_type": "_doc"
+"_score": 9.028099
+"parent": null
}
