Service Fairness and Customer Satisfaction in Internet Bank: From a Trust and Perceived Customer Value Perspective

Recent research has found that fairness plays a key role in customer satisfaction. Fairness in an online context and how it influences customer satisfaction, however, has yet been investigated. This research examines satisfaction from a fairness lens and explores the mediators of fairness to satisfaction in the internet bank context. 131 surveys were analyzed and results show that in internet bank, fairness that includes distributive fairness, procedural fairness and informational fairness is positively related to customer satisfaction. Trust and value are identified as two key mediators of fairness to customer satisfaction.