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So you want to delight your customers: The perils of ignoring heterogeneity in customer evaluations of discretionary preferential treatments

Customer SatisfactionConsumer ChoiceBehavioral Decision MakingConsumer StudyBiasManagementConsumer ResearchBusinessCustomer EvaluationsDiscretionary Preferential TreatmentsConsumer BehaviorMarketingConsumer AttitudeCustomer LoyaltyBehavioral Economics