Purpose: This paper aims to examine how observers evaluate a company that provides service failure (or excellence) to an immoral versus a moral customer. This study introduces the concept of deservingness to the service literature and suggests that observers appreciate when a company delivers...

Purpose: This paper aims to investigate consumer reactions to minority retail employees. The paper argues that despite the persistence of racism and homophobia in society, the vast majority of the population is strongly against these forms of discrimination. Because of the profound negativity...