Standardized vs. customized firm-initiated interactions: Their effect on customer gratitude and performance in a B2B context

• Pioneer study of preferential treatment using customized vs. standardized contacts. • Based on a five-year panel dataset of 2,175 B2B customers. • Findings reveal reciprocity of preferential treatment from B2B customers. • Customized contacts positively affect gratitude, profitability and WOM. • Standardized contacts are irrelevant to gratitude or any desirable outcome. This study examines preferential treatment and its effect on customer...