Polyakova, Alexandra; Estes, Zachary; Ordanini, Andrea - In: European Journal of Marketing 54 (2020) 4, pp. 691-712
Purpose: Companies often provide preferential treatment, such as free upgrades, to customers. The present study aims to identify a costly consequence of such preferential treatment (i.e. opportunistic behavior) and reveal which type of customer is most likely to engage in that negative behavior...