The FAIRSERV Model and Customer Satisfaction: From Trust and Perceived Customer Value Perspective
Date Issued
2008
Date
2008
Author(s)
Po, Jung-Chih
Abstract
The most prevalent conceptualization of service evaluation is the SERVQUAL model. However, recently scholar (C. Carr, 2007) proposes a new model, the FAIRSERV model, which indicated that when consumers evaluate service performance, they are interested in not only service quality but also service fairness. Thus, this study based on the FAIRSERV model to further investigate the relationship between service fairness and consumers’ reaction to service : (1) the relationship between service fairness and consumers’ perception of trust, perceived customer value, service quality, and satisfaction. (2) how systemic fairness influences satisfaction mediated through trust and perceived customer value. This study collected 335 samples, including general and IT service industries in domestic bank industries.The result of this study shows that the relationship between service fairness and consumers’ satisfaction is much more complicated than what the FAIRSERV model talks about. There are two mediators, trust and perceived customer value, between service fairness and satisfaction. When consumers evaluate service, on the one hand, perception of fairness directly positively affects trust, perceived customer value, service quality, and satisfaction. On the other hand, trust and perceived customer value will positively mediate the impact of service fairness and satisfaction. And based on the result, when consumers perceive higher trust and perceived customer value, the relationship between service fairness and satisfaction will mitigate.
Subjects
FAIRSERV
Service Fairness
Service Quality
SERVQUAL
Trust
Perceived Customer Value
Satisfaction
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-97-R95741014-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):a75809af35c6733e87dc07c03fe19abc