The Conceptualisation And Operational Measurement Of Price Fairness Perception In Mass Service Context

• Main Authors: Srikanjanarak, Saowanee, Omar, Azizah, T. Ramayah, T. Ramayah
• Format: Article
• Language: English
• Published: Asian Academy of Management (AAM) 2009
• Subjects: HD28-70 Management. Industrial Management
• Online Access: http://eprints.usm.my/36413/1/AAMJ_14.2.5.pdf; http://eprints.usm.my/36413/; http://web.usm.my/aamj/14.2.2009/AAMJ_14.2.5.pdf

This paper aims to develop a measure of price fairness perception by extending price fairness conceptualisation to a multi-scale measure, thereby capturing its complexity in a mass service context. The service context is becoming increasingly competitive, particularly in the telecommunication ind...