Exploring jealousy and envy in communal relationship revenge-seeking

Purpose This paper aims to identify the ways that customers respond to customer-to-customer comparisons that may drive loyal customers to engage in undesirable behaviors. The research examines the role that jealousy and envy play in restoring equity through revenge-seeking intentions. Design/methodology/approach The study uses survey research methodology. The measurement model is validated using CFA, and hypotheses are tested using structural...