Control and Fairness in Customer Service

Using the concept of “role theories”, the notions of fairness, freedom versus control, and psychological reactance this article examines through empirical research how these human factors interact in quick-service restaurant (QSR) encounters. This research measures the degree of improvement in customer satisfaction as choices offered to customers, employees’ involvement and speed of delivery, vary. C ompensatory effects between control and fairness indicate that QSR chains with a strong tradition of control could introduce fairness attributes into the service encounter and increase customer satisfaction without substantially changing existing operating processes. Traditional QSR models may improve competitiveness and strengthen brand image by developing a stronger emotional connection with their customers. New avenues in front-line employee training could emerge, potentially leading to higher employee satisfaction.