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The impact of fairness on trustworthiness and trust in banking

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journal contribution
posted on 02.06.2020, 11:57 by Sanjit Kumar Roy, James F Devlin, Harjit Sekhon

Theorists and empirical researchers in marketing and other fields suggest that fairness is important in underpinning trust, which, in turn, is integral to developing and maintaining buyerseller relationships. However, empirical investigation of fairness in the domain of marketing has, to date, been limited. Consequently, the relationship between fairness and trust is not well understood. Thus, the purpose of this study is to provide a fully developed social exchange model examining the differential effects of various dimensions of fairness on trustworthiness and customers’ trust. Data were collected from customers of banks and were analysed using confirmatory factor analysis and structural equation modelling. Findings of the study show that perceptions of fair treatment on the part of customers are important in driving trustworthiness and engendering trust.

History

Citation

Journal of Marketing Management Volume 31, 2015 - Issue 9-10: Academy of Marketing Annual Conference 2014 - Marketing Dimensions: People, Places and Spaces

Version

AM (Accepted Manuscript)

Published in

Journal of Marketing Management

Volume

31

Issue

9-10

Pagination

996 - 1017

Publisher

Informa UK Limited

issn

0267-257X

eissn

1472-1376

Copyright date

2015

Language

en

Publisher version

https://www.tandfonline.com/doi/full/10.1080/0267257X.2015.1036101

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