1. Service fairness: what it is and why it matters
- Author
-
Seiders, Kathleen and Berry, Leonard L.
- Subjects
Customer service -- Evaluation ,Fairness -- Analysis ,Services industry -- Management ,Business ,Business, general - Abstract
Service fairness is the level of justice in a service company's behavior as perceived by a customer. It is a significant determinant of customer confidence, particularly when the product involved is difficult to evaluate or intangible. Service firms need to exercise fairness to develop customer confidence and subsequently, loyalty. Perceived unfairness can result in positive or negative reactions from customers, which often motivate them to get even with the company.
- Published
- 1998