Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/43874
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dc.titleConsumer Cheating on Service Guarantees
dc.contributor.authorWirtz, J.
dc.contributor.authorKum, D.
dc.date.accessioned2013-10-09T02:47:30Z
dc.date.available2013-10-09T02:47:30Z
dc.date.issued2004
dc.identifier.citationWirtz, J.,Kum, D. (2004). Consumer Cheating on Service Guarantees. Journal of the Academy of Marketing Science 32 (2) : 159-175. ScholarBank@NUS Repository.
dc.identifier.issn00920703
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/43874
dc.description.abstractFear of opportunistic customers is an important reason why firms are reluctant to implement service guarantees. This article empirically tests potential drivers of cheating. Potential material gain and repeat purchase intent were tested across three studies, whereas satisfaction, ease of invoking the guarantee, morality, shame, self-monitoring, and Machiavellianism were each tested in a subset of the three studies. The results for potential material gain and repeat purchase intent were consistent across all three studies: potential material gain had no effect on consumer cheating, but repeat purchase intent reduced that tendency. Other findings suggest that high levels of satisfaction, morality, and self-monitoring reduce cheating, whereas high levels of Machiavellianism increase cheating. Furthermore, two three-way interaction effects were encountered. Specifically, Machiavellianism interacted with gain and ease of invocation, and with gain and repeat purchase intent. In both cases, individuals with high Machiavellianism took advantage of certain situational constellations.
dc.sourceScopus
dc.subjectCheating on service guarantees
dc.subjectDesign and targeting of service guarantees
dc.subjectOpportunistic consumer behavior
dc.typeArticle
dc.contributor.departmentMARKETING
dc.description.sourcetitleJournal of the Academy of Marketing Science
dc.description.volume32
dc.description.issue2
dc.description.page159-175
dc.identifier.isiutNOT_IN_WOS
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