Service fairness and customer behavioural intention: Evidence from the Ghanaian banking industry

Abstract

The purpose of this paper is to examine the relationship between service fairness and behavioural intention and the moderating role of demographic variables among retail banking customers. The paper extends the domain of the application of the four-factor structure of service fairness from restaurants to the retail banking industry. As such, it provides bank managers with a plausible framework on service fairness for managing relationship with customers in retail banks.