As positions involving customer interaction increase, so does the need to examine fairness issues unique to the service context. In this section, we have outlined several ways in which negative perceptions of fairness could impact service organizations and their goals of creating and maintaining customer satisfaction and loyalty and these are summarized in Table 1. For HR managers in service contexts, efforts to proactively and reactively address employee experiences with impolite customers, avoid an unfair climate that may trickle down in its effects to the customers, and balance the performance goals of the organization with the reactions of the employees to certain performance appraisal systems will be the major challenges as this trend of service sector growth continues. Ideas for how to enact those efforts are suggested in Table 2.