Abstract
Service fairness lacks a clear dimensionality and there remains uncertainty about the structural relationship among dimensions within this construct. A comprehensive measurement model of service fairness in the context of consumer-retailer is developed in this study. We make a theoretical justification of the five dimensions which composes this construct and its factor structure. According to the systematic approach, we obtain five reliable and valid subscales of service fairness and also confirm service fairness is a three-order structural model.
Highlights
Following the principles of relationship marketing, many service providers treat customers differently based on their profitability (Mayser & von Wangenheim, 2013)
In particular researchers of service fairness rarely consider all components of service fairness and its factor structure
It is plausible to conclude that consumers’ overall judgment of service fairness depends on the five basic dimensions of outcome fairness, price fairness, procedural fairness, interpersonal fairness, and informational fairness. This involves the feeling that service consumers have been treated as far as distribution of outcomes and the charge for service
Summary
Following the principles of relationship marketing, many service providers treat customers differently based on their profitability (Mayser & von Wangenheim, 2013). The concept of fairness has received great attention in consumer behavior research lately (Nguyen & Klaus, 2013), extant research on fairness adopts many dimensions whose definitions and measures vary (Blader & Tyler, 2003). These fairness studies lack comparability (Darke & Dahl, 2003; Clemmer, 1993). The work focused on the first four fairness influences systemic or overall fairness It was not a rigorous scale development research and did not involve the factor structure of service fairness.
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