An Study Of The Relationship Among The Structural Dimensions Of Service Fairness

Fairness is a basic human need, and most people have a psychological pursuit of fairness. Equity would affect people’s perception of the state’s behavioral intentions. Consumption in daily life, as people become more sophisticated consumer attitudes, consumer awareness and the pursuit of equal treatment compared weigh the mental also gradually becoming apparent. Service intangibility and variability will increase the risk of consumer’s buying behavior. As before purchasing or receiving services, consumers can not effectively assess the quality of service, sometimes even in the acceptance of service, consumers may still be the services of their own consumption an effective and accurate assessment. Therefore, some irresponsible service enterprises to seek greater self-interest, is likely to be based on the characteristics of services in the consumption of services that harm the interests of consumers. It is the existence of such a potential threat to the service, the service allows consumers to pay more attention to fairness. In the process of receiving services, the service is unfair for any subtle acts may make consumers feel that they have received unfair treatment, then the service results to the emotional discontent or resistance. This situation is a direct result of consumer discontent with the enterprise therefore, thus to enable enterprises to lose the consumer, and then because of the consumer word of mouth to have lost a large number of customers. Services fairness theory is in this case came into being. Service Fairness is the behavior of the customer service business-related perceptions of fairness.So far, domestic and foreign scholars from different industries, different perspectives have started research on the fairness of a series of services to theoretical and empirical research. However, previous studies are basically fair will be organized to direct copying of perceived fairness of service to the customer’s perception, most of the service of fairness and customer perception of service quality and customer behavioral intentions relationship. But in terms of the Dimensions of service fairness, the results are divergent. Through literature review, can I find out about services, the Dimensions of the fair there are two major factions. One has the view that service fairness including distributive fairness, procedural fairness and interactive fairness, and the information contained in the procedural fairness and interactive fairness; alternative to the view that the information fairness separated, thus forming By distributive fairness, procedural justice, interactive fairness and information fairness composed of a service fairness perception. This study suggests that, in the context of the banking sector-based, service equity consists of four dimensions: distributive fairness, procedural fairness, interactive fairness and information fairness, including information fairness, there are two forms:interpersonal information fairness and media information fairness.Currently, on the various dimensions of service fairness What is the relationship between a logical relationship, although many scholars have put forward their own theoretical derivation, and some also have the right amount of empirical research, but ultimately to the internal dimensions of service fairness mechanism constitutes Words, the current is not strictly academic specific research. Based on literature study and theoretical analysis, we construct and fit a concept model of the relationship of the dimensions of service fairness.The empirical results show that, in the banking services, fairness service including distributive fairness, procedural fairness, interactive fairness and information fairness. Because of the different forms of information, informational fairness can be divided into interpersonal informational fairness and media informational fairness. The study also found:informational fairness significant impact on the procedural fairness and interactive fairness, while the procedural fairness, interactive fairness significantly affect the distributive fairness, in addition, the procedural fairness also have a certain impact on the interactive fairness.Conclusion of the study confirmed the hypothesis of effective point of view, and then put forward the own views of the debate on academic issues that constitute the dimensions of service fairness problem. And for it is the first time that the relationship between the various dimensions was linked, and the relationship among the structural dimensions of service fairness was discussed. Besides, the research made a contribution for development and improvement of service fairness theory, and made a practice of marketing management guidance.