The Role of Fairness in Modelling Customer Choice

Australasian Marketing Journal - Tập 19 - Trang 22-29 - 2011
Christine Mathies1, Siegfried P. Gudergan2
1University of New South Wales, School of Marketing, Sydney, NSW 2052, Australia
2University of Technology, Sydney, School of Marketing, City Campus Haymarket, Broadway, NSW 2003, Australia

Tóm tắt

Some business practices of service firms have the potential to negatively affect customer demand because they are perceived as unfair. We discuss how fairness concerns can influence customer choice, and propose a conceptualisation embedded in expected utility theory that accounts for fairness judgments. The intended contributions are (1) to advance the literature on customer decision making by combining expected utility theory with justice (fairness) theory; (2) to provide a conceptual framework capturing fairness in customer choice; and (3) to propose a research agenda concerning fairness in customer decision making.

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Australasian Marketing Journal

Tập 19

22-29

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