Identification of the four-factor structure of customers’ perceived fairness

Customers ’perceived fairness has long been investigated. Despite its importance in the contemporary marketing psychology, a factor structure of perceived fairness has not been identifi ed in entirety. The current study investigated the dimensionality of customers ’perceived fairness and provides evidence of the construct validity of its four dimensions. The results confi rmed a four-factor structure of customers ’perceived fairness (distributive, procedural, interpersonal and informational fairness) and their distinct nature. In addition, these four dimensions were found to form a second-order factor of overall fairness, which strongly infl uences customers ’satisfaction with and loyalty to retailers.