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“Paying it forward: The reciprocal effect of superior service on charity at checkout”

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  • Obeng, Efua
  • Nakhata, Chinintorn
  • Kuo, Hsiao-Ching

Abstract

Although donation requests at checkout have become commonplace, much remains to be learned about the store-level factors that impact shoppers' donation behaviors. This research, in part, fills this gap by studying the relationship between superior retail service and shoppers' willingness to donate at checkout. Drawing from social exchange theory, we hypothesize and show that shoppers who believe that they experienced superior service are grateful to retailers and reciprocate their gratitude by being more willing to donate at checkout than are other shoppers. We also identify two important boundary conditions by showing that the impact of superior service is weakened significantly when shoppers doubt the authenticity of the superior service or when they are asked to donate to victims of tragedies (e.g., a mass shooting).

Suggested Citation

  • Obeng, Efua & Nakhata, Chinintorn & Kuo, Hsiao-Ching, 2019. "“Paying it forward: The reciprocal effect of superior service on charity at checkout”," Journal of Business Research, Elsevier, vol. 98(C), pages 250-260.
    • Handle: RePEc:eee:jbrese:v:98:y:2019:i:c:p:250-260
    DOI: 10.1016/j.jbusres.2019.02.003
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    Cited by:

    1. Min Chung Han, 2022. "Would you like to donate your reward points today? Mental accounting and checkout charity," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 533-553, September.
    2. Hepworth, Adam & Young Lee, Na & Zablah, Alex R., 2021. "Feeling anxious: The dark side of checkout charity solicitations," Journal of Business Research, Elsevier, vol. 136(C), pages 330-342.
    3. Nguyen, Cathy & Faulkner, Margaret & Yang, Song & Williams, John & Tong, Luqiong, 2022. "Mind the gap: Understanding the gap between intentions and behaviour in the charity context," Journal of Business Research, Elsevier, vol. 148(C), pages 216-224.
    4. Degutis, Mindaugas & UrbonaviÄ ius, Sigitas & Hollebeek, Linda D. & Anselmsson, Johan, 2023. "Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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