Consumers are the component in the interaction with a company that has the most
influence regarding the determination of whether or not to proceed with the already
existing way of doing things, or if a change would be suitable. A firm can become more
profitable if they are willing and have the ability to create lasting relationships, which can be
achieved by meeting the customers need for self-esteem, justice and security (Aurier 2007).
Previous research made in philosophy and social psychology suggest that justice is a crucial
component when one has the intention to measure the quality of relationships between a
consumer and an organization. It is argued by Aurier that fairness is very helpful along the
intention of creating customer retention. If, for example, customers perceive the service
recovery to be unfair, it might have a major impact as a determinant of complainants’
negative word of mouth and future patronage intentions. Customers’ positive and negative
emotions are two components that might, and probably will, have an impact on possible
retention and perception of service quality.