GRATITUDE VERSUS ENTITLEMENT: AN ANTAGONISTIC PROCESS MODEL OF THE PROFITABILITY IMPACT OF CUSTOMER PRIORITIZATION

摘要

Customer prioritization, the allocation of organizational resources to individual accounts based on their importance to the firm, is a critical element of relationship management practices in business-to-business (B2B) markets. Several studies have affirmed that customer prioritization initiatives lead to "bright side" or performance-enhancing outcomes such as customer gratitude (e.g., Homburg, Droll, and Totzek 2008; Palmatier et al. 2009).