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The impact of service fairness dimensions on female customers’ evaluation of critical incidents

Ouschan, R., Archer, C. and Croll, A. (2011) The impact of service fairness dimensions on female customers’ evaluation of critical incidents. In: Australian and New Zealand Marketing Academy (ANZMAC 2011), 28 - 30 November 2011, Perth Convention Exhibition Centre, Perth, Western Australia



Women around the world currently control 85% of household spending, yet are most dissatisfied with the service they receive (Silverstein and Sayre 2009). This on-line survey assesses the impact women‟s fairness perceptions have on their satisfaction with the service and purchase intent. It challenges the common stereotype that interactive fairness is a more significant contributor to service evaluations than distributive fairness (service outcomes). The sample included 202 members of a large professional woman‟s association in Western Australia. Factor analysis uncovered two underlying dimensions of fairness (distributive/procedural fairness and interactional fairness). The regression analysis indicates that distributive/procedural fairness has a stronger impact on both satisfaction variables (overall and incident specific) as well as purchase intent. Thus, to improve the service to women, service firms should focus on tailoring service outcomes and processes to better meet the needs of women rather than merely focus on developing the interpersonal skills of frontline staff.

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