Unfairness Perceptions

Introduction:
Importance of study
This research contributes to the effects of unfairness perceptions that causes impact on customers intentions to buy or not to buy (purchase intentions). This research contributes and add in the existing study of literature relating to price unfairness focusing on self/self comparison (e.g., Campbell 1999; Kahneman, Knetsch, and Thaler 1986b; Urbany, Madden and Dickson 1989) and on self/other comparisons (e.g., Feinberg, Krishna, and Zhang 2002; Martins 1995). Both these researches showed only one concept or one effect of unfairness perceptions i.e price unfairness. But this study focuses on other aspects of the dimensions of unfairness that are (Perceived value, Quality, Trust, Loyalty, and Satisfaction).

Different customers receives different price for same services (Bolton, Warlop, and Alba, 2003; Boulding, Staelin, Ehret, and Johnston, 2005; Wirtz and Kimes, 2007) and it leads to unfairness perception. The results of these practices and unfairness perception have a negative impact on firm’s performance (Campbell, 1999). Impact of customer unfairness perception on customer trust and loyalty mostly remain unexplained (Briggs and Grisaffe, 2010). This paper having two aspects First, conceptual framework linking perceived firm customization, unfairness perceptions, and customer loyalty intentions (Lemon and Wangenheim, 2009; Zeithaml, Berry, and Parasuraman, 1996). Second, incorporation and evaluation the moderating effects of trust in order to provide further insights into the nature of the relationship between unfairness and customer loyalty intentions, previously suggested as an area for future research (Boulding et al., 2005; Coelho and Henseler,

2 Is customization having any impact (positive or negative) on trust and loyalty?
3 Is perceived quality influence the purchase intention?
4 What are the cause’s relations between customization and unfairness perception?
1.5 Research objectives:
The main purpose of the customization to fulfill the needs of all the customers rather than limited number of customers (Simonson, 2005; Fiore, Lee, & Kunz, 2004) and to enhance the organization attractiveness and evaluation. Through customizing the product, fairness perception occurs which leads toward the customer loyalty. In the service sector unfairness perception cannot be easily evaluated so our main objective is to measure the customization impact on unfairness perception, loyalty and trust.
1.6 De-limitation:
1. This study is conducted only for the telecom users of the Pakistan and highlight the effects of unfairness that they face.
2. We will collect data from the people of specific area so its result will be applied only on the people of a specific area. Outside the area its result may not support the thinking of other people.
3. This study is conducted as a dissertation, Time , data and resources are