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The impact of financial services quality and fairness on customer satisfaction Houn-Gee Chen
Department of Business Administration, National Taiwan University, Taipei, Taiwan

The impact of fairness


Julie Yu-Chih Liu
Department of Information Management, Yuan Ze University, Chung-Li, Taiwan

Tsong Shin Sheu
Department of Industrial Eng. and Management, Nan Kai University of Technology, Tsao Tun, Taiwan, and

Ming-Hsien Yang
College of Management, Fu-Jen Catholic University, New Taipei, Taiwan Abstract
Purpose – Customer satisfaction in the banking industry has long been measured as a function of service quality by using a variation of the SERVQUAL instrument. The purpose of this paper is to build a broader understanding of the determinants of customer satisfaction throughout the financial services industry by incorporating the perceptions of fairness in service delivery (FAIRSERV) and outlining why and how FAIRSERV is important to customer satisfaction. Design/methodology/approach – The authors conduct a cross-sectional questionnaire survey, including samples of 420 customers from the financial services industry in Taiwan. PLS-Graph is used to evaluate the measures of reliability as well as validities, and to test the hypotheses. Findings – The results show that fair service not only has a significant impact on customer satisfaction, but also plays a role equivalent to service quality in determining customers’ trust and perceived value, which in turn lead to customer satisfaction. Research limitations/implications – The impact of FAIRSERV on customer satisfaction should be emphasized. Future studies examining the impact of service quality on customer satisfaction should incorporate the concept or instruments of fair service as a major contributor. Practical implications – The results imply that financial institutions must carefully...
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