An empirical study on the relationships among customer psychological empowerment, service fairness and customer attitude

Based on literature review, the authors proposed a conceptual model about the relationships among four service fairness (Distributive fairness, Procedural fairness, Interactional fairness, and Informational fairness), customer psychological empowerment and customer attitude including customer trust, customer satisfaction and customer citizenship behavior. We collected data from a bank in Guangzhou and explore the relationship among these variable using the LISREL. Results suggest that Distributive Fairness, Procedural Fairness, and Informational Fairness have significant effects on Customer Psychological Empowerment while Interactional Fairness does not. At the same time, results show that Customer Psychological Empowerment has direct effects on Customer Trust, Customer Satisfaction and Customer Citizenship Behavior. This study contributes to help the scholars who want to further empirical research on Customer Psychological Empowerment. It will also make great sense to those service companies who want to empower customers in order to improve their trust, satisfaction, and citizenship behavior.