Off-campus UMass Amherst users: To download campus access dissertations, please use the following link to log into our proxy server with your UMass Amherst user name and password.

Non-UMass Amherst users: Please talk to your librarian about requesting this dissertation through interlibrary loan.

Dissertations that have an embargo placed on them will not be available to anyone until the embargo expires.

Author ORCID Identifier

https://orcid.org/0000-0002-3025-6002

Document Type

Campus-Only Access for Five (5) Years

Degree Name

Doctor of Philosophy (PhD)

Degree Program

Management

Year Degree Awarded

2020

Month Degree Awarded

May

First Advisor

Melissa Baker

Second Advisor

Emily Ma

Third Advisor

Lisa Keller

Subject Categories

Hospitality Administration and Management | Marketing

Abstract

This study aims to answer the question of how service firms’ practice of unearned preferential treatment, where non-loyalty-based free upgrades are given at random, may be negatively affecting the firm’s loyalty program customers who have earned such preferential treatments through past efforts (e.g., time, money, or repeat purchase) and to identify potential underlying psychological mechanisms. To do so, this dissertation consists of three experiment studies that examine how loyalty program customer’s witnessing unearned preferential treatment towards non-program customers in the social servicescape influences their perceptions and subsequent behaviors, based on psychological contract theory as a fundamental theoretical background.

Available for download on Saturday, May 08, 2021

Share

COinS