Nepotism, favouritism and discrimination: issues that exist not only in business and politics, but also, in shopping malls! Research has shown that customers will likely receive benefits and superior service when they demonstrate a common “bond” with the people who serve them. Perks include free products, upgrades, queue-jumps and other value-adds, such as staff recommendations and extra attentive service. While such “allowances” create wonderful retail experiences for customers who receive it, is it fair for those who don’t?
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Copyright © Singapore Management University 2012
Shopping with elephants: coming to terms with nepotism in the retail space. (2009). Knowledge@SMU.
Available at: http://ink.library.smu.edu.sg/ksmu/338