Customer perceptions of justice in service transactions: the effects of strong and weak ties

Abstract

Abstract This research used a justice perspective to investigate the effects of outcome favorability, opportunity for voice, and interpersonal treatment in a service context. Results suggest that all three variables influenced customer reactions to bank loan decisions. Weak‐tie customers were more sensitive to outcome favorability than strong‐tie customers. Strong‐tie customers were more sensitive to opportunity for voice than weak‐tie customers. Implications for improving customer reactions to service transactions are discussed. Copyright © 2001 John Wiley & Sons, Ltd.

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