...Apostolos Giovanis; Pinelopi Athanasopoulou; Evangelos Tsoukatos Purpose – The purpose of this paper is to extend the well-established nomological network of service quality-relationship quality-customer loyalty by introducing service fairness – a distinct service evaluation concept. Specifically...

..., consumer evaluations of service fairness and service quality influence their reactions to service. The relationship of service fairness, service quality, customer perceived value, and customer satisfaction has recently appeared in tourism research (Huang and Su, 2010). However, the conjecture about...