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Misbehavior or ‘Noblesse Oblige’?: Propensity to cheat after preferential customer treatment in loyalty programs

Dypedal, Oliver; Ekse, Håkon Storsand
Master thesis
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2599753.pdf (3.384Mb)
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https://hdl.handle.net/11250/2687249
Utgivelsesdato
2020
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  • Master of Science [963]
Sammendrag
This 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.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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