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Role of Consumption Emotions Mediate Perceived Service Fairness to the

Service Satisfaction and Its Impact on Customers Behavioral Intentions

Abolghasem Ebrahimi1, Abbas Abbasi2, Mojtaba Khalifeh3, Mehdi Samizadeh4,


and Farzaneh Abkhiz5
Considering that customers emotions toward received services are evaluated in light of fairness
and equity theory, the purpose of this study is to investigate the effect of customers perceptions
and emotions of received services on their behavioral intentions. Data were collected from 329
questioners that were distributed among Mellat bank customers, and hypotheses and the conceptual
model were analyzed based on the data collected through structural equation modeling in AMOS 18.
Results showed that three dimensions of interactional, procedural, and distributive justice affected
customers emotions (negative and positive) and satisfaction. Customers emotions were also found
to be having a mediating role in the relationship between perceptions of fairness (except procedural
fairness) and customer satisfaction. The other results are the effect of customer satisfaction on
behavioral intentions (repeat purchases and Word-of-mouth advertising). Finally, the study suggests
some practical solutions and future research topics.

Keywords: perceived fairness, consumer emotions, customer satisfaction, behavioral intention

Dengan pertimbangan bahwa emosi pelanggan terhadap jasa yang mereka terima dievaluasi
dalam teori keadilan dan ekuitas, maka tujuan dari penelitian ini adalah untuk mengetahui pengaruh
persepsi dan emosi pelanggan dari jasa yang mereka terima terhadap intensi perilaku mereka. Data
dikumpulkan dari 329 kuesioner yang dibagikan kepada nasabah bank Mellat, hipotesis dan model
konseptual dianalisis berdasarkan data yang dikumpulkan melalui structural equation modeling
di AMOS 18. Hasil penelitian menunjukkan bahwa tiga dimensi keadilan interaksional, keadilan
prosedural, dan keadilan distributif mempengaruhi emosi (negatif dan positif) dan kepuasan pelanggan.
Emosi pelanggan juga ditemukan memiliki peran mediasi dalam hubungan antara persepsi keadilan
(kecuali keadilan prosedural) dan kepuasan pelanggan. Hasil lainnya adalah efek dari kepuasan
pelanggan pada intensi perilaku (pembelian berulang dan iklan word-of-mouth). Di akhir, penelitian
ini menyarankan beberapa solusi praktis dan topik penelitian di masa depan.

Kata kunci : keadilan yang dirasakan, emosi konsumen, kepuasan pelanggan, intensi perilaku

Introduction anything else. This prioritizing of customers


interests and wants sufficiently considers
Customer-center services are one of the most organizational and institutional interests and
important variables in marketing management, goals, as well, because taking customers into
both from a theoretical and practical perspective. account can fulfill organizational long-term
Collective research shows that customer- goals (Brady & Cornin, 2001; Hartline et al.,
centeredness can be applied to direct beliefs of 2000). Research shows that organizations with
an individuals behaviors toward costumers. In customer-centric orientations, compared to those
fact, the underlying principle in such beliefs is lacking this principle, are more likely to bring
that what impresses a customer is a priority over about customer satisfaction and accomplish

1
Assistant Professor of Management Department, Shiraz University, Shiraz, Iran. Email: aebrahimi@rose.shirazu.ac.ir
2
(Corresponding Author) Associated Professor of Management Department, Shiraz University, Shiraz, Iran.
Email: aabbasi@shirazu.ac.ir
3
Ph.D. Student of Management Department, Shiraz University, Shiraz, Iran. Email: m_khalifeh@shirazu.ac.ir
4
Ph.D. Student of Faculty of Management, University of Tehran, Tehran, Iran. Email: samizadeh.mehdi@gmail.com
5
MSc of Faculty of Management, Islamic Azad University, Qeshm, Iran. Email: f.abkhiz29@gmail.com

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their long-term material and non-material goals Different marketing strategies are employed
(Brady & Cornin, 2001). Despite the overriding by banks to make customers happy and stay
significance of customer-centeredness for ahead of the competition. It is reported that
organizations and enterprises, this factor is 90% of bank switching in the Asian Banking
even more crucial in services organizations. market occurs due to service quality, pricing
Hoffman and Ingram (1992) believe that for a and inconvenience (Gerrard & Cunningham,
services organization, customer-centeredness 2004). The cut-throat competition between
is equal to marketing in a production banks extracts the need to know whether
organization. In this line, Carr (2007) states banks differ in perceived price, service quality
that organizations cannot simply provide some and fairness. It will help service providers to
high-quality products to customers, assuming improve service provisions to retain customers
that they have accomplished all they could. In Thus, although previous theories and studies on
fact, Carr (2007) believes that customers assess justice have introduced emotions as a mediator
services by such criteria such fairness, justice, between perceived unfairness and the intention
and treatments they received compared to other to retaliation (see Allred, 2000), few studies
customers. The structure of fair services is have concentrated on the relationship between
developed based on the belief that customers perceived fairness and customers emotions and
reaction to received services is regulated by behavioral intentions. Therefore, this study seeks
the fairness and equity theory (Adams, 1965). to shed light on this ambiguous relationship,
That is, customers prefer to be treated fairly investigating the effect of perceived fairness on
and appropriately. For instance, customers customers emotions and behavioral intentions
who refer to banks to obtain facilities judge the and testing an empirical model in the field of
bank and react to it under the influence of their bank services.
perception of (un)fairness of the behaviors and
decisions of bank tellers and officials (Kulik Literature Review
& Holbrook, 2000). It should be mentioned
that the intangibility of services is a factor Regards to the purpose of this study and
intensifying customers sensitivity to fairness, research variables and also their effectss, the
because customers often find it difficult to following the following considerations are
evaluate services before (and sometimes after) reviewed respectively.
the trade is accomplished (Seiders & Berry,
1998). Schneider and Bowen (1999) state that Effect of perceived service fairness on
customers, to satisfy their needs and receive consumption emotions
fair treatment, become engaged in a contact
and psychological state, linking the effects they The theoretic foundations of fairness arise
observe to emotional/behavioral outcomes. A from the theory of justice (Patterson et al.,
services providers violation of fair conduct 2006). Some researchers have relied on two
and justice leads to an unfavorable emotional separate dimensions for the conceptualization of
experience, which ultimately results in the fairness (Kumar, 1996). In the first dimension,
customers discontinuation of engagement or the concept of fairness is associated with
their complaints of standard services. the process used for producing results, or the
While prior researches mostly emphasized process used for managing exchange relations,
on cognitive background (e.g. perceived justice) which is a notion called procedural fairness.
in customers assessment, recent studies have The importance of the execution process and the
revealed that consumption emotions basically fairness of exchange approaches and policies
regulate customers judgment (Bagozzi et al., shape the key grounds for procedural fairness
1999). In addition, in this line, competition has which includes such elements as reciprocity,
become dominant in the Iranian banking sector impartiality, refutability, explanation, respect,
after liberalization. Iranian market with more and familiarity (Duffy et al., 2003). The second
financial muscle and advanced technology for dimension is associated with the type and
the Iranian consumer adopted private sector economic prices of the outcomes, constituting a
banks. Technology has displayed its potential in notion called distributive fairness. This notion
bringing competitive advantage to businesses. encompasses resource allocation and exchange
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55
outcomes. The basic concern of distributive response (Crawford, 2013; Dalci & Kosan,
fairness is the way that advantages are shared 2012). Providing exceptional and fair services
and the costs of sections related to an exchange can reduce negative emotions, fostering
(Smith et al., 1999). It should be mentioned positive emotions and satisfaction in the
that some researchers have also incorporated customer. On the other hand, unqualified and
interactional fairness, which is distinguished unfair services engender negative emotions
from procedural fairness by its emphasis on such and dissatisfaction and harm the relationship
qualities as freedom of speech and interpersonal between the organization and its customers
treatment in a decision-making process as well (Kim et al., 2012). Research shows that there is
as the adaptability of procedures based on a a relationship between customers consumption
personal reflection of situations (Patterson et emotions and their satisfaction (Lee et al., 2012;
al., 2006). Interactional fairness is the perceived Phillips & Baumgartner, 2002). These studies
fairness in interpersonal communication, emphasize that positive consumption emotions
encouraging attention, politeness, and truly have a positive and significant effect on
reciprocal conduct (Tax et al., 1998). customer satisfaction, while negative emotions
Bagozzi et al. (1999) view emotions downgrade customer satisfaction (Kim et al.,
as mental readiness arising from cognitive 2012). The findings of these studies also point
assessments and thoughts of a person. out that positive consumption emotions -through
Specifically, emotions associated with enhancing satisfaction, trust and commitment-
consuming services involve a set of effective increase customers intentions for repeat
customers reactions that customers have purchases and word-of-mouth advertising
experienced through their use of services or (Ryu et al., 2010). According to Schoefer and
products (Westbrook & Oliver, 1991) and Diamantopoulos (2008), negative word-of-
shaping the individuals perception from the mouth advertising is a direct result of perceived
function of product or service used (Richins, unfairness (Goles et al., 2008; Schoefer &
1997). Researchers conceive customer behaviors Diamantopoulos, 2008; Xia et al., 2004). Matos
in consumption emotions as a multilayered and Rossi (2008) state that when customers feel
structure that involve two different and regretful, disappointed, and angry, to reduce the
distinct dimensions, which can affect customer load of these negative emotions and appease
satisfaction in form of positive and negative themselves; they do negative word-of-mouth
emotions (e.g. pleasure, gratification, sadness, advertising. In addition, customers use negative
aversion, anger) (see Phillips & Baumgartner, word-of-mouth advertising as a tool to tarnish
2002; Westbrook & Oliver, 1991). The the reputation of the company/organization
majority of studies on consumption emotions (Xia et al., 2004), and they help others avoid
have concentrated on the mutual effects of the experiencing the negative emotions that they
receiver/provider of services (Bagozzi, 2006; themselves went through (Cheung et al., 2007).
Dallimore et al., 2007), and on the receivers The mediating role of emotions has also been
perceptions and his/her assessment of the demonstrated in the relationship between
services (Bolton, 1998; Yu & Dean, 2001;). perceived fairness and intentions for repeat
According to Chebat and Slusarczyk (2005), purchases (Chebat & Slusarczyk, 2005; Schoefer
customers express their emotions based on & Diamantopoulos, 2008). When customers
their perceived justice and fairness. Low levels feel a loss or perceive what they received as
of perceived justice lead to higher levels of unfair, compared to what others received, they
negative emotions and inconsiderable levels of feel angry, and to overcome such a feeling,
positive emotions (Ro-Lanza et al., 2009). they decide to do something destructive or cut
their relations with the service/product provider
Effect of consumption emotions on customer (Cox, 2001; Xia et al, 2004).
satisfaction
Effect of perceived service fairness on
The process of services assessment is customer satisfaction
not only a cognitive process, but also it is an
emotional one; so, any mistake in providing Customer satisfaction is an inherently
services may result in a negative emotional changeable variable (Oliver, 1997) and
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Perceived
Service Fairness Behavioral
Interactional Emotional Response Intentions
Fairness
Negative Emotions Customer Positive
Procedural Satisfaction WOM
Fairness
Positive Emotions
Repurchase
Distributive Intention
Fairness

Figure 1. The Conceptual Model of the Study

cognitive/ perceptual assessments such as value associated with satisfaction levels. Yu and Dean
and justice are among the predictors and causal (2001) established signicant relationships
factors affecting satisfaction (see Bagozzi, between satisfaction emotions and positive word
1992; Lazarus, 1991). White and Yu (2005) of mouth, willingness to pay more and switching
state that the service-receivers perception and behavior. Both positive and negative modes of
assessment of services definitely affects his/her word-of-mouth and customer loyalty are the
levels of satisfaction at the time of consumption. results of customer satisfaction. It is believed that
Prior research has demonstrated the significant higher customer loyalty is the consequence of
effect of fairness on customer satisfaction (Carr, greater customer satisfaction (Anderson & Fornell,
2007; Han et al., 2008). When customers feel 2000; Juhl et al., 2002), which is important to the
that they have been treated unfairly, they show success of any business since loyal and satised
emotional, immediate, and constant reactions customers secure future incomes (Bolton, 1998;
(Seiders & Berry, 1998). Fornell, 1992). Satisfaction with a service or
product encourages repeat purchasing from the
Effect of customer satisfaction on behavioral provider (Bolton, 1998; Fornell, 1992) which is
intention in turn likely to result in customer loyalty (Juhl et
al., 2002). The positive appraisal resulting from
Some works that have focused on satisfaction satisfaction empowers the relationship between
emotions and consumer behavioral intentions customer and seller and also improves the level of
display that positive emotions tended to be linked customer retention (Bolton, 1998; Fornell, 1992).
to positive outcomes and negative emotions tended
to be linked to negative outcomes (Babin & Babin, Method
2001; Machleit & Mantel, 2001). For instance,
patronage intention and hedonic shopping The conceptual framework of the research
value positively associated with excitement and
patronage intentions negatively associated with A comprehensive review of the literature
shame (Babin & Babin, 2001). In recent studies reveals a lack of empirical investigation into the
that have showed the results of overall satisfaction, effect of perceived fairness and consumption
displayed that a signicant relationship exists emotions on customer satisfaction and customers
between satisfaction/dissatisfaction and loyalty behavioral intentions. The purpose of this
behaviors such as repurchase intentions, research, as a result, is to explore the central role
complaining, switching and positive word of of customers perceptions (perceived fairness
mouth (see Athanassopoulos, 2000; Szymanski & in services) in affecting the process of customer
Henard, 2001; Yoon & Kim, 2000). In one such satisfaction and customers behavioral intentions
study, McQuitty et al. (2000) argued that pleasant after consumption, as well as the mediating role
surprise was negatively associated with the of customers positive/negative emotions in the
probability of switching behavior and positively whole process (see Figure 1).
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The hypotheses in this study, considering the extracted from Wen and Geng-qing Chis
conceptual framework, are as follows: studies (2013), who found the reliability of each
H1. Perceived interactional fairness has a of the questionnaire subsections 0.93. In the
positive and significant effect on customers present research, too, the reliability coefficient
positive consumption emotions. (Cronbach alpha) of each of the questionnaire
H2. Perceived procedural fairness has a positive subsections and variables, based on the data
and significant effect on customers collected and SPSS output, is illustrated in
positive consumption emotions. Table 1.
H3. Perceived distributive procedural fairness The obtained coefficient of Cronbach
has a positive and significant effect alpha, for all of the variables and the whole
on customers positive consumption questionnaire, was found 0.96, which shows
emotions. the appropriate reliability of the questionnaire.
H4. Perceived interactional fairness has a negative Results of confirmatory factor analysis (Table
and significant effect on customers 1), to evaluate the validity of the questionnaire
negative consumption emotions. -were conducted in AMOS software- showed
H5. Perceived procedural fairness has a negative that the factor loading score (regression weight)
and significant effect on customers for sub-measures of each variable was over 0.3,
negative consumption emotions. which indicates a good validity for the factors
H6. Perceived distributive fairness has of each variable. In other words, sub-measures
a negative and significant effect on related to each variable have a good weight to
customers negative consumption reveal their latent variable.
emotions. The population consisted of those
H7. Perceived interactional fairness has a customers of Mellat bank who had used
positive and significant effect on customer the services within the period closest to the
satisfaction. time the study was conducted. Because the
H8. Perceived procedural fairness has a population was statistically huge, it was not
positive and significant effect on customer possible to have access to every customer, and
satisfaction. the definite number of all customers was not
H9. Perceived distributive fairness has a known, thus, the sampling method was used.
positive and significant effect on customer More specifically, the sampling method was
satisfaction. non-probability convenience sampling, and to
H10. Customers positive consumption determine sample size, after the distribution
emotions have a positive and significant of samples among the primary sample (30
effect on customer satisfaction. participants), the standard deviation was found
H11. Customers negative consumption to be 0.463 at the 0.05 level of error. Thus, at
emotions have a negative and significant the 0.95% confidence level, considering the
effect on customer satisfaction. sample size formula for infinite population, 329
H12. Customer satisfaction has a positive and participants were selected.
significant effect on tendency for repeat
purchases. Results and Discussion
H13. Customer satisfaction has a positive and
significant effect on tendency for word-of- Based on the data obtained from
mouth advertising. questionnaires, it was found that 53.8% of
the participants were males and 46.2% were
Methodological concerns females. 11.9% of them were single and 88.1%
were married. The information related to their
Given the purposes mentioned above, age showed that 12.8% of the participants were
this study is an applied research following below 30 years of age, 64.4% were aged 31-40,
a descriptive-survey method. To collect 22.2% were aged 41-50, and 0.6% were over 50
data, the literature and research background years old. Information related to participants
were investigated through library method, educational status showed that 12.8% had
and questionnaires were also used as field degrees below high-school diploma, 42.2%
data collection tools. The questionnaire was had highs-school diplomas or associates
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Table 1. Variables Reliably Coefficients and Factor Loadings of Questionnaire Items
Cronbach
Variable Sub-measures (questionnaire item) Factor
alpha
Bank workers considerably respected me 0.831
Bank workers behaved politely 0.794
Bank workers answered my questions honestly 0.915
Interactional Bank workers patiently explained the reasons behind prob-
0.93 0.968
Fairness lems for me
Bank workers, while providing services, treated all of the
0.824
customers fairly and equally
Bank workers made every effort to solve my problems 0.737
Mellat bank provides flexible services for customers personal needs 0.841
Mellat bank, at times of deficiency in services, immediately reacts 0.585
Procedural Mellat bank informs of the latest developments in providing services 0.601
0.89
Fairness Mellat bank respects customers options while providing services 0.816
Procedures for rendering services in Mellat bank are fair
0.906
and just for every customer
Mellat bank suggests effective strategies that compensate
0.715
for possible deficiencies/shortcomings
Mellat bank suggests appropriate suggestions that compen-
0.726
Distributive sate for possible deficiencies/shortcomings
0.90
Fairness Mellat bank brings about the desired outcome for the customer 0.863
Mellat bank sincerely make apologies to the customer for
0.841
possible service malfunctions
Services and outcomes that I received from Mellat bank were fair 0.907
I feel disappointed in Mellat bank 0.747
Negative I feel regretful that I chose Mellat bank 0.787
0.75
emotions I feel angry that I chose Mellat bank 0.919
I feel resentful that I chose Mellat bank 0.817
I feel happy with Mellat bank 0.858
Positive emo- I feel satisfied with Mellat bank 0.922
0.74
tions It feels convenient to work with Mellat bank 0.913
There is enthusiasm and excitement in Mellat bank 0.799
I am fully satisfied with services management in Mellat bank 0.850
Mellat bank provides services corresponding to my needs 0.635
Customer Mellat bank envisages desirable and favorable solutions for
0.87 0.933
satisfaction my demands
I am fully satisfied with Mellat banks measures for com-
0.615
pensating deficiencies
In my future bank operations, I will use another bank in-
Repeat pur- 0.739
0.77 stead of this bank
chases
I would like to use Mellat bank services from now on 0.868
I recommend Mellat bank services to my friends and acquaintances 0.949
Word-of-
I encourage my friends and acquaintances to use Mellat bank 0.705
mouth adver- 0.86
tising I will try to introduce the good reputation of Mellat bank to
0.883
my friends and acquaintances

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Table 2. Correlation Matrix (Pearsons Correlation Coefficients) Of the Variables under Study
Variable (1) (2) (3) (4) (5) (6) (7) (8)
(1) Interactional PeaCorr
1
p
(2) Procedural PeaCorr 0.836
1
p 0.000
(3) Distributive PeaCorr 0.918 0.849
1
P 0.000 0.000
(4) Negative emotions PeaCorr -0.318 -0.475 -0.408
1
p 0.000 0.000 0.000
(5) Positive emotions PeaCorr 0.795 0.750 0.762 -0386
1
p 0.000 0.000 0.000 0.000
(6) Customer satisfaction PeaCorr 0.883 0.870 0.896 -0.415 0.841
1
p 0.000 0.000 0.000 0.000 0.000
(7) Repeat purchases PeaCorr 0.767 0.606 0.803 -0.350 0.728 0.706
1
p 0.000 0.000 0.000 0.000 0.000 0.000
(8) Word-of-mouth advert. PeaCorr 0.843 0.750 -0.436 0.759 0.805 0.895
1
p 0.000 0.000 0.000 0.000 0.000 0.000

Table 3. Results of Analysis in AMOS


Direction Esti- Factor
Hypothesis S.D Sig. Result
Independent Dependent mate loadings
Negative emo-
1.1 Interactional -0.170 0.101 0.094 -0.126 Rejected
tions
Negative emo-
1.2 Procedural -0.059 0.014 0.000 -0.271 Confirmed
tions
Negative emo-
1.3 Distributive -0.303 0.069 0.000 -0.690 Confirmed
tions
Positive emo-
2.1 Interactional 0.106 0.045 0.020 0.474 Confirmed
tions
Positive emo-
2.2 Procedural 0.086 0.036 0.018 0.654 Confirmed
tions
Positive emo-
2.3 Distributive 0.058 0.027 0.030 0.219 Confirmed
tions
Positive emo-
3.1 Interactional 0.143 0.111 0.195 0.024 Rejected
tions
Customer satis-
3.2 Procedural 0.288 0.030 0.000 0.539 Confirmed
faction
Customer satis-
3.3 Distributive 1.237 0.135 0.000 0.344 Confirmed
faction
Negative Customer satis-
4.1 -1.269 0.390 0.001 -0.515 Confirmed
emotions faction
Positive Customer satis-
4.2 1.146 0.510 0.025 0.281 Confirmed
emotions faction
Customer
5.1 Repeat purchases 0.551 0.064 0.000 0.790 Confirmed
satisfaction
Customer Word-of-mouth
5.2 1.138 0.077 0.000 0.830 Confirmed
satisfaction advertising
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Figure 2. The Tested Model of the Research Along With Factor Loading For Model Directions

Table 4. Statistics of Fitting for the Primary and Final Models

Indices GFI AGFI NFI NNFI RMSEA


Suggested
>0.9 >0.9 >0.9 >0.9 <0.1
levels
Real model
0.85 0.83 0.95 0.96 0.078
value

degrees, 37.1% had bachelors degree, and be less that the significance level (0.05), the
7.9% had masters degree or beyond. To find values calculated for the direction in question
any significant relationship between variables, are significantly different from zero at the 95%
Pearsons correlation coefficient was used (see confidence level. Thus, the relationship between
Table 2). Considering test results (p<0.01), the two variables (direction in question) can be
the relationship between variables was confirmed and the hypothesis of the effect of the
confirmed at the 0.99% level of confidence, dependent variable on the independent variable
and the relationship of the variable nevgative is confirmed. Considering the values obtained
emotions to other variables was found to be for significance level of the directions in the
negative, while other variables showed positive model, it can be concluded that, except two
interrelationships. hypotheses, all of the other hypotheses were
Hypotheses and the conceptual model confirmed. In other words, the hypotheses of
were analyzed based on the data collected the effect of interactional fairness on negative
through structural equation modeling in AMOS emotions and customer satisfaction were not
18. Given the outputs of AMOS, results of confirmed.
the analyses, directions of the model, and Information in Table 4 reveal that the
confirmation/rejection of hypotheses are all fitness indices obtained for the model cover an
illustrated in Table 3. acceptable range, which suggests the desired
If the significance level observed for the fitness of the model tested in the research.
relationships of the two variables is found to Figure 2 illustrates the model, relationship
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between variables and regression coefficients of Wen and Geng-qing Chi (2013) and those of
(loading factor) of each direction. Young and Soo Cheong (2010); in case of the
Regards to the analyses, considering the role procedural and then interactional dimensions.
of customers emotions in their satisfaction and On the other hand, findings of the present
behavioral intentions as well as the effectives study showed that procedural and distributive
of perceived fairness on customers emotions, fairness negatively affect customers emotions,
which is confirmed in this research, one of the while the effect of interactional fairness was not
responsibilities of organizational and services confirmed in this regard. Regarding the effect of
managers is to specifically consider emotions fairness dimensions on negative consumption
in customers satisfaction assessment. The emotions are, to some extent, fluctuating; for
reason for this is that customers with positive instance, Young and Soo Cheong (2010) state
emotions tend to pay more for services and to that only the procedural aspect negatively
distribute good comments about the provider, affects negative consumption emotions, while
while showing reluctance to turn away from the other aspects do not have any effects. However,
provider and replacing it with competitors. On what Wen and Geng-qing Chi (2013) observed
the other hand, considering the significance of revealed the effectiveness of interactional
positive word-of-mouth advertising, especially fairness and ineffectiveness of the other
in case of intangible services, managers should aspects. Meanwhile, some researches (Smith
specifically consider customers negative & Bolton, 2002; Weiss et al., 1999) claim
emotions, using communication strategies that all three dimensions of perceived fairness
to avoid unrealistic expectations that would can affect customers negative emotions. In
provoke anger, disappointment, hopelessness, the second theoretic question, the effect of
and other negative emotions in the customer. perceived fairness on customer satisfaction
In addition, through training their employees, was investigated. As Olsen and Johnson (2003)
managers should encourage: (a) polite and contend, fairness in services is the main motive
respectful behaviors toward all customers for customers satisfaction and faithfulness,
and during providing services (interactional as far as services are concerned. Results of
fairness); (b) accurate scheduling, providing the present study showed that procedural
effective information, and solutions during and distributive aspects affected customer
providing services (procedural fairness); (c) satisfaction. Findings of another research
desired services/outcomes suiting customers demonstrates some evidence supporting this
needs and wants (distributive fairness); (d) assumption: procedural aspect (Wen & Geng-
responsibility in employees to reduce the qing Chi, 2013); distributive aspect (Wen &
intensity and/or frequency of negative emotions Geng-qing Chi, 2013; Yen-Ting & Tsung-Yu,
while increasing positive emotions and post- 2012); and all aspects (Carr, 2007; Han et
consumption intentions. al., 2008). Still, interactional fairness did not
affect customer satisfaction, which is a finding
Conclusion in line with Yen-Ting and Tsung-Yus (2012)
observations. The third theoretic question
The proposed model considers four goals investigated in this study was concentrated on
and theoretic questions simultaneously. In the effect of customers consumption emotions
the first question, it investigates the impact of (positive/negative) on customer satisfaction.
perceived fairness, as the key and prerequisite Findings revealed that positive consumption
factor in customers perception, on customers emotions had a positive effect on customer
perceptions and emotional reactions. In satisfaction, whereas negative consumption
this study, the effects of three dimensions emotions had a negative effect. Other studies,
of customers perceived fairness, including too, had found similar results (see Kim et al.,
interactional, procedural, and distributive, 2012; Lee et al., 2012; Mattila & Wirtz, 2000;
were studied on the positive/negative emotions Phillips & Baumgartner, 2002). In the fourth
of customers. The more customers perceive theoretic question, the impact of customer
fairness in services, the more positive emotions satisfaction on customers behavioral intentions
they will experience toward the services (repurchases and word-of-mouth advertising)
organization. These results are in line with those was tested, and accordingly confirmed. Thus,
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the more satisfied customers are with services, positive emotions, and reduce dissatisfaction
the more likely they will be to repeat purchases, when they show negative emotions. This
while being more enthusiastic about sharing study helps to remove some studies for
good comments and recommendations through future. Conducting research on identifying
word-of-mouth advertising. This finding was and investigating personality traits such as
already observed in other studies, too (see individuals sensitivity to fairness and the
Szymanski & Henard, 2001; Tsai et al., 2006; degree of faithfulness to the organization are
Wen & Geng-qing Chi, 2013; Yen-Ting & among studies that can effectively moderate
Tsung-Yu, 2012; Yoon & Kim, 2000). communication and the effects confirmed in
According to the conclusions, some this research. Furthermore, some situational
banking management suggestions can be features such time and place of purchase
mentioned. From management viewpoint, or frequency of purchases can also be taken
effective measures should be taken to develop into account in the research framework as
those aspects of providing services, which moderators. On the other hand, similar studies
motivate positive emotions in customers. on services areas and services shortcomings can
For instance, if employees polite treatment be done to confirm the accuracy of the findings
leads to the customers perception of of present study. Regards to the conclusions,
fairness, certain mechanisms should be some limitations can be mentioned. The first
developed to encourage such behaviors one is the identification and recognition of
among organizational employees and during Mellat bank customers, the second is the local
all contacts with customers. Also, managers and industrial limitation in gathering data
should remove challenges and deficiencies among Mellat bank customers and the third is
in the process of providing services to that this study did not utilize any variables to
customers. In addition, educating employees compare the study with other banks and the
on how to appropriately and constructively results belong to one particular bank of Iran.
react to customers emotions -especially in According to the third limitation, the results
case of alleviating negative emotions and of the research could not be generalized as
directing/motivating positive emotions- will customer behavior for the whole banking
foster satisfaction when customers experience industry in Iran.

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