The impact of perceived commercial hospitality on perceived service fairness and behavioral intentions

Perceived service fairness is increasingly emerging as a strategy for hospitality-related establishments that strives to retain loyal customers and generate positive future behavioral outcomes in today's highly competitive environment. However, a limited number of studies have investigated perceived service fairness within this context as well as within and outside service failure. Therefore, applying theories and principles rooted in consumer behavior including perceived justice theory and equity theory, this current study presents a conceptual paper to explain the relationship between perceived service fairness (interactional, procedural, outcome and price) and future behavioral intentions of customers in the context of airlines. The mediating effect of perceived commercial hospitality on the relationship is also discussed in this conceptual paper. More specifically, the aim of this study is to explore the interrelationship between perceived service fairness, perceived commercial hospitality and behavioral intentions.