Speaking up against service unfairness: The role of negative meta-perceptions

Ting Hin Ho, Dewi Rooslani Tojib, Saman Khajehzadeh

Research output: Contribution to journalArticleResearchpeer-review

6 Citations (Scopus)


Taking into account customers’ rapport with a service staff and levels of service unfairness, this paper aims to examine the role of negative meta-perceptions in predicting customers’ intention to directly speak up to the service staff following an unfair service treatment. The results show that negative meta-perceptions mediate the indirect effect of levels of rapport and service unfairness on speaking up directly to the service staff. The study offers a new explanation on why customers are hesitant to confront the service staff directly owing to negative meta-perceptions that they develop during service encounters.

Original languageEnglish
Pages (from-to)12-19
Number of pages8
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Mar 2017


  • Meta-perceptions
  • Rapport
  • Service unfairness

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