Fairness quality: a conceptual model and multiple-item scale for assessing firms’ fairness – an exploratory study

Abstract

Scholars suggest that fairness is a precursor to ethical firm behaviour. Existing research suggests that (1) commonly used single-item fairness measures lack reliability and validity, and (2) single-item scales do not contribute to understanding fairness as a multidimensional concept. Using the means-end framework, we develop a measure of fairness quality (FQ) of service experience. We conceptualise, construct, refine and test the FQ scale over multiple stages of data collection. Using the soft-laddering interviewing technique, we initially explore FQ attributes. Subsequently, we design and conduct two surveys to test the FQ measure. The final scale contains 18 items in four dimensions: transparency, associations, moderations and process. The FQ scale demonstrates good psychometric properties, passing all reliability and validity tests. The scale extends existing research on fairness and provides a new conceptualisation of FQ. Marketers are encouraged to manage their FQ systematically to stimulate social and ethical behaviour. We present theoretical and managerial implications, with future research directions.

Keywords:

• fairness
• ethics
• quality
• scale development
• conceptual framework
• metric

Acknowledgement

The authors thank the four anonymous reviewers for their inspiring comments and constructive suggestions.

Additional information

Funding

The study is supported by the National Natural Science Foundation of China [grant number 71272124], and the Project of ‘Social Development of Metropolis and Construction of Smart City’ [085SHDX001].

Notes on contributors

Bang Nguyen

Bang Nguyen, PhD, is a faculty member of the Marketing Department at East China University of Science and Technology (ECUST). Previously, he held positions at Oxford Brookes University and RMIT International University. His research interests include customer relationship management, services marketing, consumer behaviour and branding. Bang has extensive knowledge in service organisations (consumer products/services) and has published widely in journals such as Journal of Services Marketing, Journal of Strategic Marketing, The Service Industries Journal, International Journal of Technology Management, Information Technology and Management, Internet Research, Systems Research and Behavioral Science, etc. He has edited two books including Ethical and Social Marketing in Asia and The Dark Side of CRM.

Lyndon Simkin

Lyndon Simkin recently joined Henley Business School from Oxford Brookes, where he was Professor of Strategic Marketing and Research Lead. Before that, Lyndon was at Warwick Business School for over 20 years, where he helped launch and develop Warwick’s MBA programme. Lyndon’s research addresses strategy creation, target market strategy and planning, and customer retention, with a focus on helping practitioners smooth their execution. Lyndon is acknowledged as an expert in marketing planning processes, business planning and target market strategy development. He is a member of the Academy of Marketing’s Research Committee, Associate Editor of the Journal of Marketing Management and co-chair of the Academy’s special interest groups in CRM and Market Segmentation and Strategy. Lyndon mentors many CEOs and leadership teams and is a consultant to numerous blue-chip organisations. Lyndon is author of many books, including the market-leading Marketing: Concepts and Strategies, Marketing Essentials, Marketing Planning, Market Segmentation Success, Marketing Briefs and The Marketing Case Book.

Phil Klaus

Dr Philipp ‘Phil’ Klaus is one of the leading Customer Experience and Marketing Strategy researchers, founder of Dr Phil Klaus & Associates Consulting and holds multiple visiting professorships around the globe. His main areas of expertise are customer experience strategy and management. His award-winning research has appeared in numerous books, and a wide range of top-tier academic and managerial journals. Phil is the best-selling author of Measuring Customer Experience – How to Develop and Execute the Most Profitable Customer Experience Strategies. Phil is a frequent keynote speaker at public and in-company seminars and conferences around the world. He is an experienced senior marketing manager and management consultant with an active, international portfolio of blue-chip clients for whom he advises on customer experience strategy, profit enhancement and ‘next practice’.

Junsong Chen

Junsong Chen holds a PhD from the University of Birmingham. He is currently the Associate Professor of Marketing at ECUST. Prof. Chen’s main research interests lie in the areas of branding, consumer behaviour, consumer ethics and Chinese culture. He has published a number of articles in leading international journals including International Journal of Research in Marketing, Journal of Business Research, Journal of World Business and Journal of Strategic Marketing. He is the author of the book Marketing Management in Asia, and has 15 marketing cases published in Europe Case Clearing House. Prof. Chen is on the Editorial Board of the Journal of Global Scholars of Marketing Science and the Journal of Customer Behavior.