Measuring service fairness and its impact on service quality and satisfaction: a study of Indian Banking Services

As very few studies have investigated banking services from fairness perspective and none of the studies have attempted to measure service fairness in Indian retail banking services context, the paper seeks to investigate service fairness in Indian retail banking services context. It attempts to validate the existing four-dimensional service fairness scale and investigates its applicability in the retail banking industry. The conceptual model depicting the relationship between service fairness, service quality and customer satisfaction was tested using SEM. The results established reliability and validity of the scale and the impact of service fairness on service quality and customer satisfaction. The impact of individual fairness dimensions on these two customer evaluation variables is also studied. The paper discusses important implications of the findings and presents valuable insights for the practitioners as well as academia.