观看他人获得优待对奖励计划参与的积极影响：规则知识的调节作用

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2022-09-25 DOI:10.1080/15332969.2022.2126078

Y. Huang, T. Brown

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引用次数: 0

摘要

看着别人受到更好的待遇，一种被称为旁观者效应的现象，通常会导致顾客的负面反应。相反，我们研究如何鼓励旁观者的积极反应。我们的实验和调查研究结果表明，目睹优惠待遇会导致旁观者产生嫉妒，进而引发自我提升动机，影响未来参与忠诚计划的意图。此外，当旁观者知道允许优惠待遇的规则时，自我增强动机会鼓励他们参与忠诚计划。讨论了管理忠诚奖励计划的理论贡献和实践意义。

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The Positive Influence of Watching Others Receive Preferential Treatment on Rewards Program Participation: The Moderating Role of Rule Knowledge

Abstract Watching others receive superior treatment, a phenomenon known as the bystander effect, typically results in negative customer responses. In contrast, we investigate how to encourage positive responses from bystanders. The results of our experimental and survey studies show that witnessing preferential treatment leads bystanders to experience envy, which then triggers self-enhancement motivation that influences future intentions about participating in a loyalty program. In addition, when bystanders know the rules that allow preferential treatment, self-enhancement motivation encourages them to participate in the loyalty program. Theoretical contributions and practical implications for managing loyalty rewards programs are discussed.

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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.