Abstract
Purpose (mandatory) When firms misuse customers’ information, perceptions of unfairness arise due to privacy concerns. This paper explores a unifying theoretical framework of perceptions of unfairness, explained by the advantaged-disadvantaged (AD) continuum. It integrates the push, pull and mooring (PPM) model of migration for understanding the drivers of unfairness. Design/methodology/approach (mandatory) The paper is conceptual and develops a theoretical model based on extant research. Findings (mandatory) Using the PPM model, the paper explores the effects of information-based marketing tactics on the advantaged-disadvantaged framework in the form of two types of customers. Findings from the review suggest that three variables have a leading direct effect on the AD customers. Traditionally, the fairness literature focuses on price, but findings show that service and communication variables impact on customers’ unfairness perceptions. This paper examines the importance of these variables, in the context of an advantaged-disadvantaged framework, to help explain unfairness and consider the implications. Originality/value (mandatory) To explain information misuse and unfairness perceptions, the paper develops a unifying theoretical framework of perceptions of unfairness, explained by linking the push-pull-mooring (PPM) model of migration with the advantaged-disadvantaged (AD) continuum.
Conclusions and Directions for Future Research
To avoid information misuse and to alleviate concerns regarding privacy, fairness and trust between firm and customer is essential. Fairness underpins strong relationships and trust, while perceived unfairness leads to complaints, negative word of mouth, a lack of trust and even immoral behaviour, with consequences for brand reputation and sales performance. This is compounded by much greater transparency in the social media era, permitting ready comparison by consumers of how different customers are treated. This paper provides the basis for a unifying theoretical framework for perceptions of unfairness, explained by the advantaged-disadvantaged (AD) continuum. It has integrated the push, pull and mooring (PPM) model of migration for understanding the drivers of unfairness in the context of marketing tactics for advantaged and disadvantaged customers. Three variables have a leading direct effect on the AD customers, with the implication that price – traditionally the focus of the fairness literature – is not the only dominant variable impacting on consumers’ perceptions of fairness.
