Fair play: il concetto di equità nella prospettiva dello scambio di mercato

Author/s Giuseppe Cappiello
Publishing Year 2013 Issue 2012/3 Language Italian
Pages 19 P. 337-355 File size 578 KB
DOI 10.3280/ED2012-003002
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With increasing competitive pressure, firms adopt marketing policies more and more aggressive but at the same time they are exposed to a high risk to customers that might consider unjustified such behavior and decide for this to switch to a competitor. An example is the very attractive offers for those who change their mobile service provider and the reaction of a client who has always remained loyal to the company and now could suffer conditions worse than those of the newcomer. The perception of an unfair and opportunistic behavior can have a negative effect on market demand and brand image. For some time in the field of Economic Theory has been questioned the paradigm that sees the economic agent as a subject only interested in maximizing its utility, as increased offers with a content of values (fair trade, ethnic, etc.). The work proposed is a survey of the major studies on the subject of the equity of an exchange (fairness) and in particular in the relationship between fairness and price fairness, service failure and recovery, equity and customer satisfaction. For each aspect managerial implications are proposed and the "guidelines" to reduce the perception of unfairness of the exchange

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Giuseppe Cappiello, Fair play: il concetto di equità nella prospettiva dello scambio di mercato in "ECONOMIA E DIRITTO DEL TERZIARIO " 3/2012, pp 337-355, DOI: 10.3280/ED2012-003002