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Fair play: il concetto di equit? nella prospettiva dello scambio di mercato

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  • Giuseppe Cappiello

Abstract

Con l?aumentare della pressione competitiva ed il manifestarsi di uno strutturale eccesso di offerta le imprese adottano politiche commerciali sempre pi? aggressive ma al contempo si espongono ad un rischio elevato nei confronti della clientela che potrebbe considerare ingiustificato tale comportamento e decidere per questo di interrompere la relazione e rivolgersi ad un concorrente. Si pensi ad esempio alle offerte molto vantaggiose per chi cambia fornitore di telefonia mobile e alla reazione di un cliente che ? sempre rimasto fedele a quella compagnia e si vede applicare condizioni peggiori di quelle dell?ultimo arrivato. La percezione di un comportamento opportunistico e unfair pu? avere un effetto negativo sulla domanda di mercato e sull?immagine di marca. Gi? da tempo nel terreno della Teoria Economica si ? messo in discussione il paradigma utilitarista che vede l?agente economico come un soggetto solamente interessato a massimizzare la propria utilit?, cos? come nel mercato aumentano le offerte con un contenuto valoriale (equo solidale, etnico, ecc.). Il lavoro che si propone ? una ricognizione dei principali studi sul tema dell?equit? dello scambio (fairness) e segnatamente nel rapporto tra equit? e prezzo, equit? e recupero del disservizio, equit? e soddisfazione del cliente. Per ogni aspetto sono proposte delle implicazioni manageriali e le "linee guida" per ridurre la percezione di non equit? dello scambio.

Suggested Citation

  • Giuseppe Cappiello, 2012. "Fair play: il concetto di equit? nella prospettiva dello scambio di mercato," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2012(3), pages 337-355.
    • Handle: RePEc:fan:ededed:v:html10.3280/ed2012-003002
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    References listed on IDEAS

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