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The Effects of Perceived Fairness on Customer Responses to Retailer SST Push Policies

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  • White, Allyn
  • Breazeale, Michael
  • Collier, Joel E.

Abstract

Many retailers are implementing policies that encourage customer adoption of self-service technology (SST) offerings, such as self-checkout lanes, in order to enhance profitability. Instead of explicitly forcing customers to use SST, retailers create situations in which patrons are subtly pushed toward SST adoption. The authors examine the effects of fairness perceptions of these SST “push” policies on relationships between established antecedents of SST adoption and customer behavioral intentions toward the provider in a retail context. The results suggest fairness perceptions exert a significant influence on the relationships between these antecedents and customer patronage, future spending, and negative word of mouth intentions. Consistent findings across both users and nonusers of SST underscore the importance of fairness perceptions in the context of retailer SST push policies.

Suggested Citation

  • White, Allyn & Breazeale, Michael & Collier, Joel E., 2012. "The Effects of Perceived Fairness on Customer Responses to Retailer SST Push Policies," Journal of Retailing, Elsevier, vol. 88(2), pages 250-261.
    • Handle: RePEc:eee:jouret:v:88:y:2012:i:2:p:250-261
    DOI: 10.1016/j.jretai.2012.01.005
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    2. Chen, Jing & Yu, Bo & Chen, Bintong & Liu, Zhuojun, 2023. "Lenient vs. stringent returns policies in the presence of fraudulent returns: The role of customers’ fairness perceptions," Omega, Elsevier, vol. 117(C).
    3. Adapa, Sujana & Fazal-e-Hasan, Syed Muhammad & Makam, Sathyaprakash Balaji & Azeem, Muhammad Masood & Mortimer, Gary, 2020. "Examining the antecedents and consequences of perceived shopping value through smart retail technology," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    4. repec:thr:techub:1008:y:2020:i:1:p:273-287 is not listed on IDEAS
    5. Pizzi, Gabriele & Scarpi, Daniele, 2020. "Privacy threats with retail technologies: A consumer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    6. Sung-Yul Ryoo & Sang-Cheol Park, 2021. "Antecedents and Consequences of Digital Shadow Work in Mobile Shopping Apps Context," Sustainability, MDPI, vol. 13(14), pages 1-11, July.
    7. Hasan Boudlaie & Alemeh Shahidi & Mohammadhosein Kenarroodi & Behrouz Keshavarz Nik, 2020. "A qualitative study of customer experiences in the retail industry," Technium Social Sciences Journal, Technium Science, vol. 8(1), pages 273-287, June.
    8. Rinta-Kahila, Tapani & Penttinen, Esko & Kumar, Ashish & Janakiraman, Ramkumar, 2021. "Customer reactions to self-checkout discontinuance," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    9. Locander, Jennifer A. & White, Allyn & Newman, Christopher L., 2020. "Customer responses to frontline employee complaining in retail service environments: The role of perceived impropriety," Journal of Business Research, Elsevier, vol. 107(C), pages 315-323.

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