First Come, Last Serve: How Does Power Distance Influence Non-Loyalty Status Customers’ Satisfaction With Businesses?

Jessie J. Wang, Indiana University, USA
Ashok K. Lalwani, Indiana University, USA
We examine how power distance belief (PDB) – the prevalence of inequality in society – affects consumers’ satisfaction with loyalty programs. Five studies support the counterintuitive hypothesis that high (vs. low) PDB contexts decrease, rather than increase, non-loyalty-status consumers’ satisfaction with such businesses, and illuminate the underlying mechanisms.
[ to cite ]:
Jessie J. Wang and Ashok K. Lalwani (2013) ,"First Come, Last Serve: How Does Power Distance Influence Non-Loyalty Status Customers’ Satisfaction With Businesses?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.