I Deserve That Deal! Effects of New Customer Exclusive Promotions on Existing Service Customers

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2022-11-11 DOI:10.1080/15332969.2022.2143037

M. Gardner, Joanna Melancon

引用次数: 0

Abstract

Abstract Given the inherent profitability in retaining existing customers over recruiting new ones, this research examines negative consequences of exclusive promotions used to recruit new customers to a service organization. It explores existing, loyal customer perceptions of the distributive justice of such promotions and their subsequent behavior toward the organization. Findings suggest that receiving a similar or better offer may increase feelings of distributive justice among existing customers for a new customer promotion. Further, higher loyalty increased feelings of distributive justice. Negative perceptions of distributive justice regarding the exclusive offer drive customer alienation and entitlement, which can then lead to negative relational behavior from existing customers such as lower repurchase intentions, intent to switch service providers, and complaint behavior.

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我应该得到这笔交易！新客户专属促销对现有服务客户的影响

摘要:考虑到保留现有客户的内在盈利能力高于招募新客户，本研究考察了服务组织用于招募新客户的独家促销的负面影响。它探讨了现有的、忠诚的顾客对这种促销的分配正义的看法以及他们对组织的后续行为。研究结果表明，收到类似或更好的报价可能会增加现有客户对新客户促销的分配公平感。此外，更高的忠诚度增加了分配公平感。对排他性优惠的分配公平的负面看法会导致客户疏远和权利，从而导致现有客户的负面关系行为，如较低的再购买意愿、更换服务提供商的意图和投诉行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.