Title Page
Abstract
Contents
Chapter 1. Introduction 8
Chapter 2. Theoretical Background 11
2.1. Preferential Treatment 11
2.2. Perceived Unfairness 13
2.3. Perceived Similarity 15
2.4. Customer Satisfaction 17
Chapter 3. Study I 19
3.1. Method and Procedure 19
3.2. Results 22
3.3. Discussion 24
Chapter 4. Study II 26
4.1. Method and Procedure 26
4.2. Results 28
4.3. Discussion 30
Chapter 5. Discussion 31
5.1. Summary 31
5.2. Implications 31
5.3. Limitations and Further Research 32
Bibliography 34
Appendices 40
[Appendix A] Witnessing Preferential Treatment Scenarios (Study 1) 40
[Appendix B] Witnessing Preferential Treatment and Perceived Similarity Scenarios (Study 2) 41
국문초록 43
[Figure 1] Research Model 18
[Figure 2] The Main Effect of Witnessing Preferential Treatment on Customer Satisfaction 23
[Figure 3] The Mediating Effect of Perceived Unfairness 24
[Figure 4] The Moderating Effect of Perceived Similarity 29