Är en lojal kund mer förtjänt av en bättre behandling En kvantitativ studie om favoriserande behandlingar till kunder med olika input.

Sammanfattning: Several studies have examined the effects of perceived justice of preferential treatments to customers, but few have studied these effects when customers have different input. The purpose of the study is therefore to enhance the knowledge and understanding of the effects of preferential treatments to customers with varying input. More specifically, the study focuses on how perceived justice, customer satisfaction and loyalty are affected depending on the customer's input and received treatment. An experimental study with 263 respondents showed that the perceived justice and loyalty intentions among both the receiver and the non-receiver of the preferential treatment were of highest level when it was given to a customer with large input. Customer satisfaction however, was found to be of highest level when customers themselves received preferential treatment, regardless of the size of their input. The study thus showed that a customer's perceived justice and loyalty intentions are dependent on both the level of input and received treatment while the type of treatment is of greater importance for customer satisfaction.