2. IT’S NOT WHAT YOU GET
BUT WHEN YOU GET IT
The Effect of Gift Sequence on Deposit Balances and
Customer Sentiment in a Commercial Bank
why reward programs have not fulfilled their promise ?
Information-processing limitations
Expectations about receiving rewards.
Emily Haisley ＆ George Loewenstein
Journal of Marketing Research / February 2011
3. EMPLOYEES’ DECISION MAKING IN THE
FACE OF CUSTOMERS’ FUZZY RETURN REQUESTS
Customer
Employee Organizational
Interaction
Factors Factors
Styles
Customer Norm of
Affiliation
Orientation Flexibility
Conflict Punishment
Dominance
Avoidance Expectations
Sijun Wang, Sharon E. Beatty, & Jeanny Liu
Journal of Marketing / November 2012
4. WHAT IF YOUR AVATAR
LOOKS LIKE YOU?
DUAL-CONGRUITY PERSPECTIVES FOR AVATAR USE
Kil-Soo Suh, Hongki Kim, and Eung Kyo Suh
MIS Quarterly / September 2011
5. THEORETICAL
BACKGROUND
Self-congruity Value Functional congruity
Utilitarian
Expression
In Realistic, Task-Focused Virtual Worlds
Johar and Sirgy (1991)
6. THEORETICAL
BACKGROUND
Self-congruity
The effect on consumer attitudes and behaviors of congruity
between self-concept and product-concept
an important factor in explain human attitudes and behaviors toward an external object
a product or brand has its own image or concept in a manner similar to self-concept
Sirgy (1986)
7. THEORETICAL
BACKGROUND
Functional Congruity
based on utilitarian aspects, which is the similarity between a
product’s functional attributes and the consumer’s desired
functional attributes
Samli and Sirgy (1981)
