Prior research shows that consumers stop purchasing from firms that treat them badly. In this research we show that consumers also resist firms that treat other consumers badly while favoring them. In three experiments, we demonstrate such social consciousness in the context of targeted...

Online word-of-mouth (WOM) has attracted considerable attention from researchers due to its abundant information on customer perceptions that drive product and service improvement. This study develops a novel weighted service quality (WSQ) metric derived from online customer opinions, leveraging...