... justice has been restored (Park et al., 2008) and their concerns have been met. Encompassed within equity theory, justice dimensional theory states that a consumer’s perception of fairness of a situation, outcome, or exchange is assessed through three dimensions: Navid Bahmani can...

.../methodology/approach Equity theory and exchange theory are the theoretical foundations used for evaluation of the aspects of loyalty program fairness. Findings First, through the application of equity theory, firms can more effectively recognize and reward more valuable customers without alienating less...