The Focal Determinants of Service Fairness, Satisfaction and Behavioral Intentions in Service Management

Abstract

          This paper analyzed the two dimensions of service fairness, and their impacted on customer satisfaction, which enhanced continued usage and behavioral intentions in the context of service management using business-to-business customer relationship management Software-as-a-Service (SaaS) as the population of the study.  This assessment enabled technology-based service providers to better understand how to develop and extend structural and social fairness with their business customers. The study employed a survey method which data collection was conducted through a questionnaire. The collected responses were analyzed by using Structural Equation Modeling (SEM) to test its model confirmation. The findings have shown a positive and significant path from two dimensions of service fairness to satisfaction, satisfaction to continuance intention, and word-of-mouth and feedback to the service provider.