Abstract

 
 
 The consumer entitlement (CE) construct is a key variable in the exchange process in retail environments. The original Consumer Entitlement Inventory (CEI) was developed and applied within Western cultural boundaries. The main contribution of this study is the extension of the original CEI to better fit the Vietnamese context and to demonstrate its applicability in the context of an emerging economy with a Confucian culture. The study also contributes to expanding the range of identified boycott motives in the literature and clarifying their mechanism via social exchange theory. The extended CEI scale was tested using exploratory factor analysis and confirmatory factor analysis, using a sample of 603 respondents. Qualitative and quantitative research results show that the extended CEI has two dimensions, namely intransigence, and demand and distinction, with adequate content, reliability, convergent validity, and discriminant validity. This study also aimed to apply the extended CEI to an exploration of the relationship between CE and willingness to boycott. Research results from another independent study with 450 respondents using a structural equation model confirmed the positive relationship between CE and willingness to boycott. In addition, theoretical implications are discussed.
 
 
Highlights
The concept of consumer entitlement (CE) has been defined as “the expectation of special treatment and automatic compliance with one’s expectations by service personnel in the sales encounter” in a retail environment (Boyd & Helms, 2005, p. 277)
Boyd and Helms first introduced the Consumer Entitlement Inventory (CEI) as a self-reported measure to capture the presentation of entitled customers in the buyer–seller interaction; the CEI has only been used in the traditional domain of individualistic culture (Edey & Knight, 2018)
The second purpose of this study is to apply the extended CEI to an exploration of the relationship between CE and willingness to boycott in the Vietnamese retail context
Summary
The concept of consumer entitlement (CE) has been defined as “the expectation of special treatment and automatic compliance with one’s expectations by service personnel in the sales encounter” in a retail environment (Boyd & Helms, 2005, p. 277). The concept of consumer entitlement (CE) has been defined as “the expectation of special treatment and automatic compliance with one’s expectations by service personnel in the sales encounter” in a retail environment Boyd and Helms first introduced the Consumer Entitlement Inventory (CEI) as a self-reported measure to capture the presentation of entitled customers in the buyer–seller interaction; the CEI has only been used in the traditional domain of individualistic culture (Edey & Knight, 2018). This study’s primary purpose is to extend the original CEI, so that the measurement better fits the Vietnamese context, that is, an emerging economy with a Confucian culture (Le & Ho, 2020). The second purpose of this study is to apply the extended CEI to an exploration of the relationship between CE and willingness to boycott in the Vietnamese retail context
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