13 - Fairness management: Vietnam, Cambodia, the Philippines and Indonesia

Abstract

This present chapter covers both theories and cases exploring fairness from extant consumer behavioural and psychological research perspectives. Linking fairness management with the concept of customer relationship management (CRM), the chapter explores cases from Vietnam, Cambodia, the Philippines and Indonesia. Important aspects of cultural and social indicators that influence consumers’ fairness perceptions are included in the Asian context. Readers are exposed the critical role of fairness and subsequent application towards managing their marketing approaches. The resulting framework has stark implications for academics and practitioners interested in fairness management, customer relationship management, and cross-cultural research in this South East Asian region.