The FAIRSERV Model: Consumer Reactions to Services Based on a Multidimensional Evaluation of Service Fairness

The FAIRSERV Model: Consumer Reactions to Services Based on a Multidimensional Evaluation of Service Fairness

ABSTRACT The current dominant conceptualization of consumer reactions to services is the SERVQUAL model. This article proposes the FAIRSERV model as an alternative or additional conceptualization of consumer reactions to services. FAIRSERV involves seeing service evaluation through the lens of organ...

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Bibliographic Details
Published in:Decision sciences 2007-02, Vol.38 (1), p.107-130
Main Author: Carr, Christopher L.
Format: Article
Language:eng
Subjects:
Consumers
Customer services
Equity
FAIRSERV
Information Systems
Justice
Organizational Fairness
Organizational Justice
Quality of service
Service Fairness
Service Quality
SERVQUAL
Studies
Technical support
Technical Support Services
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Summary:ABSTRACT The current dominant conceptualization of consumer reactions to services is the SERVQUAL model. This article proposes the FAIRSERV model as an alternative or additional conceptualization of consumer reactions to services. FAIRSERV involves seeing service evaluation through the lens of organizational fairness (justice) theory applied to the relationship between the service consumer and the service provider. FAIRSERV is premised on the claim that, especially in relational service contexts, consumers are interested in service fairness as well as service quality (service favorableness) as represented by SERVQUAL. Service fairness or justice is a multidimensional construct based on equity theory. In this article, the FAIRSERV model is tested with the SERVQUAL model in the context of information system services. The two models are used to predict service satisfaction and repatronage intention. The FAIRSERV model appears to add a significant new set of predictors of service satisfaction and repatronage intention that should be considered in the future by service providers.
ISSN:0011-7315
1540-5915