The Role of Fairness in Modelling Customer Choice

Journal Publication ResearchOnline@JCU
Mathies, Christine;Gudergan, Siggi
Siggi Gudergan
Abstract

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.

Journal

Australasian Marketing Journal

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Volume

19

ISBN/ISSN

1839-3349

Edition

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Issue

1

Pages Count

8

Location

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Publisher

Elsevier

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Publisher Location

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Publish Date

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Url

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Date

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EISSN

N/A

DOI

10.1016/j.ausmj.2010.11.002