More and more companies tend to grant special treatments to their new customers, thereby using special treatment as a recruiting, rather than a rewarding tool. Building on the concepts of legitimacy, reciprocity and inference, a quantitative study (N=301) and a qualitative study show that this practice may initiate a resistance phenomenon, leading consumers to either reject the brand or adopt opportunist behaviors. These results enable a set of recommendations to be made for a better use of this CRM tool. Link to the article
BUTORI, R. and PEZ, V. (2012). Le traitement de faveur comme outil de recrutement de clientèle : le problème de la résistance du consommateur. Recherche et Applications en Marketing, 27(4), pp. 39-58.