The role of fairness in modelling customer choice

Mathies, C; Gudergan, S

The role of fairness in modelling customer choice

Mathies, C Gudergan, S

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Publisher:: Elsevier
Publication Type:: Journal Article
Citation:: Australasian Marketing Journal, 2011, 19 (1), pp. 22 - 29
Issue Date:: 2011-01

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Field	Value	Language
dc.contributor.author	Mathies, C	en_US
dc.contributor.author	Gudergan, S	en_US
dc.date.issued	2011-01	en_US
dc.identifier.citation	Australasian Marketing Journal, 2011, 19 (1), pp. 22 - 29	en_US
dc.identifier.issn	1441-3582	en_US
dc.identifier.uri	http://hdl.handle.net/10453/30710
dc.description.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.	en_US
dc.publisher	Elsevier	en_US
dc.relation.ispartof	Australasian Marketing Journal	en_US
dc.relation.isbasedon	10.1016/j.ausmj.2010.11.002	en_US
dc.title	The role of fairness in modelling customer choice	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	19	en_US
utslib.for	1505 Marketing	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.issue	1	en_US
pubs.volume	19	en_US

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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/30710