Purpose – The purpose of this paper is to examine reactions when customers in service encounters receive preferential treatment (i.e. something extra in relation to other customers). The examination is conducted in a social context that allows the customer to compare what he or she receives...

Purpose – Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect of customer engagement behaviors on perceived relationship benefits and relationship outcomes....