The missing link - fairness as the ultimate determinant of service profitability
The missing link - fairness as the ultimate determinant of service profitability
Fairness is widely considered a key driver of human behavior. Organizational behavior (OB) research focuses on fairness as an employee attitude driver. Marketing research highlights fairness perceptions as a key determinant of both purchase intentions and purchase behavior. Yet, to our best knowledge, no explicit attempt has been made to bridge the two phenomena. Using deductive reasoning and delineation methods, we posit that, through the diffusion of customer experience, value perception, attitudes, and behaviors, a symbiosis of OB and marketing research ultimately influences organizational performance. Our corresponding conceptual framework determines fairness perceptions’ influence on employee attitudes and service productivity by means of proposition development. In turn, this leads to an increase in customer satisfaction, consumer purchasing, and re-purchasing behavior, and – ultimately – profitability.
46-74
Kuppelwieser, V.
dfc6d6fc-a30e-4f01-b902-11ca4fb97278
Klaus, P.
31a1dd5b-c01f-461a-9d53-9f2e3ba00522
Baruch, Y.
25b89777-def4-4958-afdc-0ceab43efe8a
Manthiou, A.
95aa575d-8a28-4897-a86d-ba0bc23575e7
June 2018
Kuppelwieser, V.
dfc6d6fc-a30e-4f01-b902-11ca4fb97278
Klaus, P.
31a1dd5b-c01f-461a-9d53-9f2e3ba00522
Baruch, Y.
25b89777-def4-4958-afdc-0ceab43efe8a
Manthiou, A.
95aa575d-8a28-4897-a86d-ba0bc23575e7
Kuppelwieser, V., Klaus, P., Baruch, Y. and Manthiou, A.
(2018)
The missing link - fairness as the ultimate determinant of service profitability.
Recherche et Applications en Marketing, 33 (2), .
(doi:10.1177/2051570717745833).
Abstract
Fairness is widely considered a key driver of human behavior. Organizational behavior (OB) research focuses on fairness as an employee attitude driver. Marketing research highlights fairness perceptions as a key determinant of both purchase intentions and purchase behavior. Yet, to our best knowledge, no explicit attempt has been made to bridge the two phenomena. Using deductive reasoning and delineation methods, we posit that, through the diffusion of customer experience, value perception, attitudes, and behaviors, a symbiosis of OB and marketing research ultimately influences organizational performance. Our corresponding conceptual framework determines fairness perceptions’ influence on employee attitudes and service productivity by means of proposition development. In turn, this leads to an increase in customer satisfaction, consumer purchasing, and re-purchasing behavior, and – ultimately – profitability.
Text
Kuppelwieser et al Linking OB and Service Marketing_RAM
- Accepted Manuscript
More information
Accepted/In Press date: 30 September 2017
e-pub ahead of print date: 11 January 2018
Published date: June 2018
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Local EPrints ID: 414803
URI: http://eprints.soton.ac.uk/id/eprint/414803
PURE UUID: 7077ef2c-e97a-40c6-9fac-77e8137c35c2
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Date deposited: 11 Oct 2017 16:31
Last modified: 16 Mar 2024 05:48
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Author:
V. Kuppelwieser
Author:
P. Klaus
Author:
A. Manthiou
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