Service fairness: What it is and why it matters
探讨服务公平性的概念及其重要性，指出在消费者怀疑情绪增长时，企业需通过公平形象赢得信任，尤其对服务型企业而言，公平感知缺失会引发顾客强烈反应。
Executive Overview As consumer skepticism grows, companies are forced to compete for credibility in the marketplace. The customer confidence needed for long-term loyalty can be earned only by firms that establish an image of fairness. Fairness is especially important for service firms, whose product is intangible and difficult to evaluate, forcing consumers to rely on trust. When consumers are vulnerable or disadvantaged, violation of justice principles can trigger perceptions of unfairness. Such perceptions produce intense reactions from customers, who are often driven to get even with the firm.