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

Bang Nguyen, Lyndon Simkin, Phil Klaus and Junsong Chen
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Bang Nguyen: East China University of Science and Technology
Lyndon Simkin: Henley Business School [University of Reading] - UOR - University of Reading
Junsong Chen: East China University of Science and Technology

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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 (search for similar items in EconPapers)
Date: 2015-08-01
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Published in Journal of Marketing Management, 2015, 31 (11-12), 1181-1206 p. ⟨10.1080/0267257X.2014.997273⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312300

DOI: 10.1080/0267257X.2014.997273

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