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The impact of fairness on trustworthiness and trust in banking

Roy, Sanjit Kumar; Devlin, James F.; Sekhon, Harjit


Sanjit Kumar Roy

James F. Devlin

Harjit Sekhon


Theorists and empirical researchers in marketing and other fields suggest that fairness is important in underpinning trust, which, in turn, is integral to developing and maintaining buyer–seller relationships. However, empirical investigation of fairness in the domain of marketing has, to date, been limited. Consequently, the relationship between fairness and trust is not well understood. Thus, the purpose of this study is to provide a fully developed social exchange model examining the differential effects of various dimensions of fairness on trustworthiness and customers’ trust. Data were collected from customers of banks and were analysed using confirmatory factor analysis and structural equation modelling. Findings of the study show that perceptions of fair treatment on the part of customers are important in driving trustworthiness and engendering trust.


Roy, S. K., Devlin, J. F., & Sekhon, H. (2015). The impact of fairness on trustworthiness and trust in banking. Journal of Marketing Management, 31(9-10), 996-1017. doi:10.1080/0267257x.2015.1036101

Journal Article Type Article
Acceptance Date Apr 27, 2015
Online Publication Date Apr 27, 2015
Publication Date Jun 13, 2015
Deposit Date Mar 4, 2019
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 31
Issue 9-10
Pages 996-1017
Public URL
Publisher URL
Additional Information Peer Review Statement: The publishing and review policy for this title is described in its Aims & Scope.; Aim & Scope:

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