Identification of the four-factor structure of customers’ perceived fairness

Abstract

Customers ' perceived fairness has long been investigated. Despite its importance in the contemporary marketing psychology, a factor structure of perceived fairness has not been identifi ed in entirety. The current study investigated the dimensionality of customers ' perceived fairness and provides evidence of the construct validity of its four dimensions. The results confi rmed a four-factor structure of customers ' perceived fairness (distributive, procedural, interpersonal and informational fairness) and their distinct nature. In addition, these four dimensions were found to form a second-order factor of overall fairness, which strongly infl uences customers ' satisfaction with and loyalty to retailers.

Modelo Estrutural do Comportamento de Retaliação e Vingança do Consumidor Insatisfeito

“…No contexto do comportamento do consumidor, o componente distributivo se refere à justiça percebida relacionada à compensação oferecida pelo fornecedor para solucionar a reclamação, o componente processual às políticas de retorno e troca do fornecedor, e o componente interacional à maneira que o fornecedor responde às reclamações (Blodgett et al, 1993). A justiça percebida pelo consumidor, ainda que manifestada em suas diferentes dimensões, afeta as atitudes pós-compra, as emoções e comportamentos do consumidor (Lee, et al, 2012).…”