Abstract:

The authors developed a scale for customer psychological empowerment, proposed a relationship model between service fairness and customer psychological empowerment, and tested the model in bank. The results showed customer psychological empowerment included three components, which were service choice, information share, and impact. Distributive, procedural, interactive, and informational fairness had different impacts on customer psychological empowerment three components. Three components of customer psychological empowerment affected customer satisfaction differently.

Key words: customer empowerment, customer psychological empowerment, service fairness, customer satisfaction