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Das organisationspsychologische Fairness-Konstrukt im Marketing

Ein bibliometrischer Überblick

  • Fachbeitrag
  • Published:
Zeitschrift für Management

Zusammenfassung

Wir geben einen Überblick, wie Fairness als zentrales sozial- und organisationspsychologisches Konstrukt in der aktuellen Marketingforschung rezipiert wird. In der Konstruktgeschichte haben sich vier Dimensionen von Fairness (distributive, prozedurale, informationale, interpersonale) ausdifferenziert. In einer bibliometrischen Analyse strukturieren wir den gegenwärtigen Fairnessdiskurs im Marketing. Anhand von 205 internationalen Zeitschriftenartikeln identifizieren wir vier relevante Themenkomplexe: Beschwerdemanagement, Preisfairness, intraorganisationale Fairness im Marketing-Kontext sowie Fairness und Vertrauen in Geschäftsbeziehungen. Diese Subdiskurse verdeutlichen, auf welchen Themengebieten die Marketingforschung durch Rezeption des Fairness-Konstrukts bereits bereichert wurde. Zugleich lassen sie aber weitere Differenzierungsmöglichkeiten erkennen.

Summary

Fairness is a central construct in social and organizational-psychological research. In this article, we provide a review of how the fairness construct is received in current marketing research. To this end, we outline first the general construct history in which four distinct dimensions of fairness (distributive, procedural, informational, interpersonal) have emerged. In the next step we explore current findings of organizational-psychological fairness research and show their particular relevance to marketing. Then, in a bibliometric analysis, we structure the present fairness discourse in marketing. On the basis of the bibliographic couplings of 205 international magazine articles we identify four relevant theme complexes: complaint management, price fairness, intraorganizational fairness in the marketing context and fairness and trust in business relationships. These subdiscourses clearly indicate the theme areas in which marketing research has already been enriched by receiving the fairness construct. At the same time, however, they allow further differentiation possibilities to be identified.

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Notes

  1. In diesem Beitrag wird Fairness gleichbedeutend mit dem Begriff der Gerechtigkeit („justice“) verwendet.

  2. Vgl. Szymanski, D. M./Henard, D. H. (2001); Yilmaz, C. et al. (2004).

  3. Vgl. Campbell, M. C. (1999); Maxwell, S. (2002).

  4. Vgl. Homburg, C./Fürst, A. (2005); Martinez-Tur, V. et al. (2006); Maxham, J. G./Netemeyer, R. G. (2002); Patterson, P. G. et al. (2006); Sparks, B. A./McColl-Kennedy, J. R. (2001).

  5. Vgl. Greenberg, J. (1993).

  6. Vgl. Besley, J. C. et al. (2006); Camerman, J. (2007); Colquitt, J. A. (2001); Colquitt, J. A./Jackson, C. L. (2006); Judge, T. A./Colquitt, J. A. (2004); Streicher, B. et al. (2008).

  7. Vgl. Homans, G. C. (1958).

  8. Vgl. Adams, J. S. (1965).

  9. Adams (ebd.) spricht hier von einem komparativen Anderen, welcher nicht unbedingt der Austauschpartner selbst sein muss, sondern eine Bezugsperson sein kann, die nicht in die Austauschsituation involviert ist.

  10. Vgl. Huppertz, J. W. et al. (1978).

  11. Vgl. Thibaut, J./Walker, L. (1975).

  12. Vgl. Wiswede, G. (2004), S. 194.

  13. Vgl. Leventhal, G. S. (1980).

  14. Vgl. Cropanzano, R./Folger, R. (1989); van den Bos, K. et al. (1997).

  15. Diese Theorie nennt einen solchen dominierenden Gedanken Referenzkognition.

  16. Vgl. Bies, R. J./Moag, J. F. (1986).

  17. Vgl. Greenberg, J. (1993).

  18. Vgl. Colquitt, J. A./Zapata-Phelan, C. P. (2007); Greenberg, J. (1993).

  19. Vgl. Colquitt, J. A. et al. (2001).

  20. Vgl. z.B. Folger, R./Konovsky, M. A. (1989).

  21. Vgl. Aryee, S. et al. (2007); Farmer, S. J. et al. (2003); Messer, B. A. E./White, F. A. (2006).

  22. Vgl. Aquino, K. et al. (1997); Barling, J./Phillips, M. (1993).

  23. Vgl. Colquitt, J. A. et al. (2002); Gellatly, I. R. (1995).

  24. Vgl. Greenberg, J./Scott, K. S. (1996); Skarlicki, D. P./Folger, R. (1997).

  25. Vgl. Colquitt, J. A. et al. (2001).

  26. Vgl. de Solla Price, D. J. (1965); Garfield, E. (1955/2006); Pritchard, A. (1969).

  27. Vgl. Weingart, P. (2003).

  28. Vgl. Acedo, F. J. et al. (2006); Colquitt, J. A./Zapata-Phelan, C. P. (2007); Nag, R. et al. (2007); Newbert, S. L. (2007).

  29. Vgl. Crane, D. (1972).

  30. Vgl. Kessler, M. M. (1963).

  31. Vgl. Jarneving, B. (2005).

  32. Die eng verwandte bibliometrische Methode der Ko-Zitationsanalyse dagegen beruht auf Relationen zwischen genau zwei zitierten Publikationen. Eine Ko-Zitation liegt also vor, wenn diesen beiden Arbeiten gemeinsam ist, dass sie von einer jüngeren Arbeit zusammen zitiert werden. Diese Methode eignet sich insbesondere, um die zentralen Werke einer etablierten Forschungsrichtung zu identifizieren und Strukturveränderungen im Zeitablauf aufzuweisen. Vgl. z.B. Pilkington, A./Teichert, T. (2006); Teichert, T./Talaulicar, T. (2002).

  33. Die Suche erfolgte anhand folgender Stichworte (fairness OR justice OR (distributive AND procedural)) AND (customer OR marketing OR shop* OR purchase* OR pric* OR consumer). Eine weitere Eingrenzung erfolgte auf die im SSCI ausgewiesenen Kategorien „Business“, „Management“ und „Applied Psychology“.

  34. Die grafische Anordnung erfolgte anhand des „spring embedding“-Algorithmus der UCINET-Software von Borgatti et al., welcher die Objekte anhand ihrer Ähnlichkeit im Raum gruppiert. Vgl. Borgatti, S. P. et al. (2002).

  35. Die Hauptdiagonale der Affiliationsmatrix wurde gemäß dem von White und Griffith vorgeschlagenen Vorgehen ersetzt (Summe der drei größten Werte pro Spalte geteilt durch zwei). Vgl. White, H. D./Griffith, B. C. (1981).

  36. Vgl. Homburg, C./Fürst, A. (2005); Martinez-Tur, V. et al. (2006); Patterson, P. G. et al. (2006).

  37. Vgl. Maxham, J. G./Netemeyer, R. G. (2002); Sparks, B. A./McColl-Kennedy, J. R. (2001).

  38. Vgl. Homburg, C./Fürst, A. (2005).

  39. Vgl. Martinez-Tur, V. et al. (2006).

  40. Vgl. Patterson, P. G. et al. (2006).

  41. Vgl. Ambrose, M. et al. (2007); Mattila, A. S./Cranage, D. (2005).

  42. Vgl. Homburg, C./Fürst, A. (2005).

  43. Vgl. Ambrose, M. et al. (2007); Maxham, J. G./Netemeyer, R. G. (2002); Wirtz, J./Mattila, A. S. (2004).

  44. Vgl. Blodgett, J. G. et al. (1997); Maxham, J. G./Netemeyer, R. G. (2002); Wirtz, J./Mattila, A. S. (2004).

  45. Vgl. Wirtz, J./Mattila, A. S. (2004).

  46. Vgl. Blodgett, J. G. et al. (1997).

  47. Vgl. Maxham, J. G./Netemeyer, R. G. (2002).

  48. Datengrundlage einer Studie sind 1.356 Bankkunden, die andere Studie basiert auf n=617 Kunden eines Fertighausbauers.

  49. Dies gilt sogar, obwohl die Modelle von Maxham und Netemeyer neben der Beschwerdezufriedenheit zusätzlich auch noch die Globalzufriedenheit als zweiten Mediator zwischen den Fairnessdimensionen und den verhaltensnahen Konstrukten berücksichtigen und somit ein weiterer Teil des direkten Einflusses der Fairnessdimensionen erklärt werden kann.

  50. Vgl. Carr, C. L. (2007).

  51. Kundenbindung wurde über die Wiederkaufabsicht gemessen.

  52. Vgl. Xia, L. et al. (2004).

  53. Vgl. Fisk, R. P./Young, C. E. (1985); Oliver, R. L./Swan, J. E. (1989a); Oliver, R. L./Swan, J. E. (1989b); Szymanski, D. M./Henard, D. H. (2001).

  54. Vgl. Bearden, W. O. et al. (2003); Bolton, L. E./Alba, J. W. (2006); Nunes, J. C. et al. (2004).

  55. Vgl. Hardesty, D. M. et al. (2002).

  56. Vgl. Martins, M./Monroe, K. B. (1994).

  57. Vgl. Hardesty, D. M. et al. (2002), S. 3.

  58. Vgl. Xia, L. et al. (2004).

  59. Vgl. Xia, L. et al. (2004).

  60. Vgl. Bolton, L. E. et al. (2003).

  61. Vgl. Bearden, W. O. et al. (2003).

  62. Vgl. Nunes, J. C. et al. (2004).

  63. Die Herstellung von Software ist mit hohen Fixkosten, vor allem im Bereich der Entwicklung, verbunden. Die variablen Kosten für die Produktion einer Software-CD sind hingegen gering. Daher schätzen Konsumenten den Verlust, den sie Unternehmen durch Raubkopien von Software zufügen geringer ein als bei Produkten mit hohen variablen Kosten.

  64. Vgl. Darke, P. R./Dahl, D. W. (2003); Herrmann, A. et al. (2000).

  65. Vgl. Huppertz, J. W. et al. (1978); Maxwell, S. (2002).

  66. Vgl. Campbell, M. C. (1999); Maxwell, S. (2002).

  67. Vgl. Aycan, Z./Kabasakal, H. (2006); Shaw, J. C. et al. (2003).

  68. Vgl. Brashear, T. G. et al. (2004).

  69. Vgl. Dubinsky, A. J./Levy, M. (1989).

  70. Vgl. Bettencourt, L. A. et al. (2005)

  71. Vgl. Simons, T./Roberson, Q. (2003).

  72. Vgl. Bettencourt, L. A. et al. (2005).

  73. Vgl. Bettencourt, L. A./Brown, S. W. (1997).

  74. Vgl. Kumar, N. et al. (1995); Yilmaz, C. et al. (2004).

  75. Vgl. Yilmaz, C. et al. (2004).

  76. Vgl. Kumar, N. et al. (1995).

  77. Vgl. Singh, J./Sirdeshmukh, D. (2000); Sirdeshmukh, D. et al. (2002); Yilmaz, C. et al. (2005).

  78. Vgl. Sirdeshmukh, D. et al. (2002).

  79. Vgl. Yilmaz, C. et al. (2005).

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Authors and Affiliations

  1. Arbeitsbereich Marketing und Innovation, Universität Hamburg,  , Deutschland

    Andreas Aholt

  2. Arbeitsgebiet Forschungsmethodik, Pädagogische Hochschule Weingarten, Kirchplatz 2, 88250, Weingarten, Deutschland

    Claudia Queißer

  3. Arbeitsbereich Organisation und Unternehmensführung, Universität Hamburg, Von-Melle-Park 5, 20146, Hamburg, Deutschland

    Joanna Rowe M.A. Cantab

  4. Arbeitsbereich Organisation und Unternehmensführung, Universität Hamburg, Von-Melle-Park 5, 20146, Hamburg, Deutschland

    Rick Vogel

Authors
  1. Andreas Aholt
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  2. Claudia Queißer
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  3. Joanna Rowe M.A. Cantab
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  4. Rick Vogel
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Corresponding author

Correspondence to Rick Vogel.

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JEL

D 64, M 31

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Aholt, A., Queißer, C., Rowe, J. et al. Das organisationspsychologische Fairness-Konstrukt im Marketing. ZS Manag 3, 321–338 (2008). https://doi.org/10.1007/s12354-008-0047-z

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