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dc.contributor.authorDypedal, Oliver
dc.contributor.authorEkse, Håkon Storsand
dc.date.accessioned2020-11-11T08:26:34Z
dc.date.available2020-11-11T08:26:34Z
dc.date.issued2020
dc.identifier.urihttps://hdl.handle.net/11250/2687249
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020en_US
dc.description.abstractThis paper is centered around preferential treatment in loyalty programs, and how it affects the customers’ probability to engage in fraudulent behavior. Through an experimental survey this paper intended to provide evidence that belonging to a particular status group causes differences in the customers’ probability of engaging in fraudulent behavior. It was hypothesized that elevated status would cause the customers to either misbehave or lead to a phenomenon known as noblesse oblige. Although the current paper found no evidence for elevated status alone causing these differences, it provides evidence for the effect of elevated status on probability of engaging in fraudulent behavior being mediated by perceptions of superiority. Additionally, the current paper identifies the moderating role of potential gain (in this case; size of mistake) in the relationship between elevated status and probability of engaging in fraudulent behavior. The results imply that managers should focus on providing their gold or silver status customers with preferential treatment that makes the customer perceive themselves as more superior, as this seems to cause noblesse oblige effects.en_US
dc.language.isoengen_US
dc.publisherHandelshøyskolen BIen_US
dc.subjectmarkedsføringsledelseen_US
dc.subjectmarketing managementen_US
dc.subjectstrategisken_US
dc.subjectstrategicen_US
dc.titleMisbehavior or ‘Noblesse Oblige’?: Propensity to cheat after preferential customer treatment in loyalty programsen_US
dc.typeMaster thesisen_US


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