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

Author

Listed:
  • Bang Nguyen

    (EM - EMLyon Business School)

  • Lyndon Simkin
  • Phil Klaus
  • Junsong Chen

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.

Suggested Citation

  • Bang Nguyen & Lyndon Simkin & Phil Klaus & Junsong Chen, 2015. "Fairness quality : a conceptual model and multiple-item scale for assessing firms’ fairness – an exploratory study," Post-Print hal-02312300, HAL.
    • Handle: RePEc:hal:journl:hal-02312300
    as

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