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

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• 作者：Allyn White^a ; ^{allyn.white@eku.edu} ; Michael Breazeale^b ; ^{mike@michael-breazeale.com} ; Joel E. Collier^c ; ^{jcollier@cobilan.msstate.edu}
• 关键词：Fairness perceptions ; Self-service technology ; Word of mouth ; Retailing
• 刊名：Journal of Retailing
• 出版年：2012
• 期刊代码：60_00224359
• 类别：bus
• 出版时间：June, 2012
• 卷：88
• 期：2
• 页码：250-261
• 文件大小：258 K

摘要

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 鈥減ush鈥?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.