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| Author: | Steenhaut, S. Kenhove, P. van |
| Title: | Relationship commitment and ethical consumer behavior in a retail setting: the case of receiving too much change at the checkout |
| Journal: | Journal of Business Ethics
2005 : FEB II, VOL 56:4, p. 335-353 |
| Index terms: | ethics business ethics consumer behaviour retailing RETAILING relationship marketing commitment |
| Freeterms: | equity theory |
| Language: | eng |
| Abstract: | The paper introduces a study which examined the impact of relationship commitment on the reaction of shoppers to recieving too much change. Hypotheses based on equity theory, opportunism, and guilt were set up and tested. The study shows that the less committed consumer (driven by opportunism) is less likely to report the mistake when getting a large excess of change. Conversely, highly committed consumers (driven by feelings of quilt) are more likely to tell, especially when the amount of excess change is large. The results have many implications for retail management and future research. |
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