The purpose of this paper is to investigate the relationship between service fairness and customer satisfaction, and test the mediation role of customer psychological empowerment in this relationship.
A cross-sectional empirical study is designed to test the research model. Customers of retail bank in South China are surveyed. Regression analysis and structural equation model analysis are done with SPSS 21.0 and LISREL 8.72 separately.
The results indicate that: first, service fairness increases customer satisfaction. Specifically, distributive fairness, procedural fairness and interactional fairness affect customer satisfaction positively and directly, while informational fairness affects customer satisfaction indirectly. Second, customer psychological empowerment fully mediates the relationship between informational fairness and customer satisfaction, while plays a partial mediating role between distributive fairness, procedural fairness, interactional fairness and customer satisfaction. Third, four kinds of service fairness have different influences on three dimensions of customer psychological empowerment.
The findings provide suggestions for managers to improve customer psychological empowerment by treating customer fairly, and to increase customer satisfaction through empowering customer in services, especially for state-owned banks.
It is recognized that service fairness leads to customer satisfaction in marketing literature; however, the empirical research studies about this are rare. This research not only contributes to service fairness theory, but also enriches our understanding of customer empowerment in service process.
This research is sponsored by the National Nature Foundation of China (71,272,194), and Nature Foundation of Guangdong (2018A030313862). The authors greatly appreciate the very important suggestions of the anonymous reviewers. A version of this paper was published in Chinese language which can be seen in Han, X.Y., Xie, L.S. and Yang, J.F. (2011), “Customer empowerment and its relationship with service fairness,” Journal of Marketing Science in China, Vol. 7 No. 3, pp. 111-122 (in Chinese).
Han, X., Fang, S., Xie, L. and Yang, J. (2019), "Service fairness and customer satisfaction", Journal of Contemporary Marketing Science, Vol. 2 No. 1, pp. 50-62. https://doi.org/10.1108/JCMARS-01-2019-0003Download as .RIS
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