Melola Discovery

← Melola Discovery

Open access Jurnal SINTA 1

Perceived Fairness, Emotions, and Intention of Fast Food Chain Restaurants Customers in Indonesia

Gadjah Mada International Journal of Business (GamaIJB) · Vol. 20 No. 2 (2018) · pp. 229–253

DOI
10.22146/gamaijb.30136
ISSN
2338-7238, 1411-1128
Published
2018-08-30
Publisher
Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

This study aims to investigate interrelationships among perceived service fairness, emotions, and behavioral intentions in a fast food chain restaurant context. we use terms that are commonly use on the study of fairness or justice perception. This study uses purposive sampling and the survey method to generate our sample which consists of 800 respondents from big cities in Indonesia, namely: Jakarta, Semarang, Surabaya, Medan, and Makassar. The data are analyzed using Structural Equation Modeling (SEM). The results show different roles for each fairness perception in relation to peoples’ emotions and behavioral intentions, based on the Mehrabian-Russel model. Three fairness variables (price fairness, outcome fairness and interactional fairness) have positive and significant effects on customers’ positive emotions, while, procedural fairness does not influence the formation of a positive emotion. Furthermore, a positive emotion has a positive influence on a customer’s behavioral intention. Data collected in this study are limited to the context of the restaurant industry, therefore, precaution must be taken when generalizing these results to other industries. The results of this study can serve as guidelines for managers in the restaurant industry to develop effective and efficient strategies for ensuring their services’ perceived fairness and its impact on both customers’ retention rates and the companies’ financial gains.

Keywords

Collaboration network of the authors

4 authors · 6 co-authorship links · 5 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Indonesia Open University
  • State University of Makassar
  • Ministry of Environment and Forestry, Republic of Indonesia
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Kresno Agus HendartoMinistry of Environment and Forestry, Republic of Indonesia2
Hendrian HendrianIndonesia Open University2

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.ugm.ac.id/gamaijb/oai, first harvested 28 Okt 2026, last seen 1 Nov 2026.
Original metadata (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en-US">Perceived Fairness, Emotions, and Intention of  Fast Food Chain Restaurants Customers in Indonesia</dc:title>
	<dc:creator>Budiyanti, Hety</dc:creator>
	<dc:creator>Patiro, Shine Pintor Siolemba</dc:creator>
	<dc:subject xml:lang="en-US">marketing; consumer behavior</dc:subject>
	<dc:subject xml:lang="en-US">service fairness, Emotions, Behavioral Intention, Structural Equation Modelling</dc:subject>
	<dc:subject xml:lang="en-US">M31; M39</dc:subject>
	<dc:description xml:lang="en-US">This study aims to investigate interrelationships among perceived service fairness, emotions, and behavioral intentions in a fast food chain restaurant context. we use terms that are commonly use on the study of fairness or justice perception. This study uses purposive sampling and the survey method to generate our sample which consists of 800 respondents from big cities in Indonesia, namely: Jakarta, Semarang, Surabaya, Medan, and Makassar. The data are analyzed using Structural Equation Modeling (SEM). The results show different roles for each fairness perception in relation to peoples’ emotions and behavioral intentions, based on the Mehrabian-Russel model. Three fairness variables (price fairness, outcome fairness and interactional fairness) have positive and significant effects on customers’ positive emotions, while, procedural fairness does not influence the formation of a positive emotion. Furthermore, a positive emotion has a positive influence on a customer’s behavioral intention. Data collected in this study are limited to the context of the restaurant industry, therefore, precaution must be taken when generalizing these results to other industries. The results of this study can serve as guidelines for managers in the restaurant industry to develop effective and efficient strategies for ensuring their services’ perceived fairness and its impact on both customers’ retention rates and the companies’ financial gains.</dc:description>
	<dc:publisher xml:lang="en-US">Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2018-08-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.ugm.ac.id/gamaijb/article/view/30136</dc:identifier>
	<dc:identifier>10.22146/gamaijb.30136</dc:identifier>
	<dc:source xml:lang="en-US">Gadjah Mada International Journal of Business; Vol 20, No 2 (2018): May-August; 229-253</dc:source>
	<dc:source>2338-7238</dc:source>
	<dc:source>1411-1128</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.ugm.ac.id/gamaijb/article/view/30136/22103</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2018 Gadjah Mada International Journal of Business</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>